Fashion guru gets his brand out there
Meet Lavert Young, the visionary entrepreneur behind Youngest N Charge (YNC). For over a decade, Young has channeled his resilience and creativity into building a brand that resonates with rising above adversity and looking good while doing it.
In 2013, while pursuing his athletic dreams at Clark Atlanta University, Young’s trajectory took an unexpected turn due to a severe injury. This setback not only ended his aspirations for a professional football career, but also led him into a period of indulgence in nightlife and other distractions.
A candid conversation with a friend named Brittany served as a wake-up call, prompting Young to reassess his path. She would be the first among many to plant seeds that would help him manifest into the fashion guru he is today.
Drawing inspiration from his major in business administration, Young conceptualized an energy drink named “Youngest N Charge.” He designed a logo and, upon a friend’s suggestion, printed it on a t-shirt. The apparel garnered attention, leading Young to pivot from beverages to fashion.
Fast forward to 2015: Post-graduation, Young is now in Minnesota rocking his brand in different venues, attracting the attention of his peers. The demand was authentic, and as it grew, so did the brand. From 2015 to 2017, Young continued to press T-shirts until he evolved into a designer, playing with different fabrics and patterns.
However, it wasn’t until 2021 that he went full throttle introducing a diverse range of products, including shoes, sweatsuits, letterman jackets, denim jeans, socks, backpacks, cargos, and various hat styles,
Young says though entrepreneurship is empowering, it has not been without its struggles. He says navigating the fashion industry presents unique challenges, particularly in establishing trust with potential clients. Young articulates this hurdle:
“It’s difficult to get people to buy into your product when they’re not familiar with your brand. They’ll spend the same price on a pair of kicks from Nike with no questions asked, but when it comes to a new brand, they’re skeptical due to not knowing the quality of the product.”
Despite these obstacles, Young’s dedication has led to significant milestones. His journey into fashion shows began in 2019 with an invitation to the local Urban Loop showcase, validating his efforts. By 2022, he showcased his designs at “The Coldest Summer” annual local fashion show hosted by fashion designer Penash Jones, and saw his bomber jacket featured on the television series “The Chi.”
Young faced rejections from both LA and Atlanta fashion weeks in 2024. Undeterred, he applied to New York Fashion Week and was accepted. Reflecting on his September 2024 debut, he said:
“At first, I was very nervous; I was the only designer from Minnesota. But as time went on, I realized that I did belong here. Out of 150 brands, I’m the only one with my own sneaker line.”
Since then, the brand’s reach has become international, with an upcoming debut at Paris Fashion Week [2025] and collaborations with showrooms in Miami and New York. Rumors suggest that Young may also introduce the originally envisioned energy drink, bringing his journey full circle.
Young’s journey exemplifies the power of resilience and adaptability. By transforming personal adversity into entrepreneurial success, he has established Youngest N Charge as a brand that inspires others to harness their potential and pursue their dreams.
For further information visit yncfashion.com.
Kiara Williams welcomes reader responses at kwilliams@spokesman-recorder.com.