Though tongue-in-cheek clothing brand Urban Sophistication may largely have social media to thank for its popularity, the cult label has now created a line of merch playfully calling out the negative effects being online can have on your mental state. The fan-favorite brand, started by Tel Aviv-based brother-sister duo Neta and Elad Yam and worn by the Kardashian-Jenners and Hadids, tackled the very real topic of mental health in their trademark cheeky way with the new collection.
Called "SCREENSHOTS," the drop consists of a selection of hoodies, sweatshirts and phone cases branded with "Smoking Kills"- style warnings that say "social media seriously harms your mental health" (true). The clothing references pop culture moments through the ages, including homages to Barbie, the Mona Lisa and the Kardashians, and a few products feature the very relevant definition of product placement (#ad).
"Our new collection reflects the negative aspects of anxiety and obsession that social media seems to bring out in so many of us," Neta and Elad told us. "The inspiration came from observing how much we, our friends — and literally almost all of us — are so deeply affected by social media: over-analyzing each caption, sitting on our phone for hours after posting an image and refreshing to see if the likes go up, constantly checking what other people are up to and taking SCREENSHOTS of the things that make us go #want."
Check out the full lookbook, below, and make your way over to the Urban Sophistication boutique to cop some merch here.