A storytelling
sneaker brand rooted in graffiti & hip-hop Culture
My cousin, Joey Baratta, grew up in South Florida and later attended St. John’s University. He had a deep passion for hip-hop music, urban fashion, and creative expression. Joey dreamed of becoming a hip-hop music producer or launching his own fashion brand — and knowing how driven and talented he was, there’s no doubt he would have done both.
In 2009, at just 20 years old, Joey tragically passed away from cancer.
Years later I woke up one Saturday morning - with a vivid and unexpected vision to start a sneaker brand rooted in hip-hop culture. My whole life had been working in the electrical field - with no formal background in fashion or design. The idea felt completely out of nowhere - yet deeply personal.
Joey's story may have lit the spark, but this brand is about the artists. Together, we're building something where culture comes first and his story lives on.
Inspired by Joey's passion
Rooted in hip-hop culture
Dedicated to the artists
3YB was a legendary New York City graffiti crew that originated in the early 1970s. Founding members included STAN 153, ROME 150, JESTER, and JACE 2, among others. The name “3 Yard” came from the 3 train, which ran through their Harlem neighborhood and served as the crew’s original territory.
By the mid-1970s, 3YB expanded beyond Harlem, adding writers from across New York City. The crew went on to become one of the most influential in graffiti history, earning a reputation for having more “ALL CITY” writers than any other crew.
3YB was known for its relentless presence —
producing an unmatched volume of throw-ups across the city — while also creating countless high-quality pieces and large-scale murals. The combination of quantity, consistency, and artistic quality cemented 3YB’s status as truly legendary.
Their impact helped shape graffiti culture as we know it today.
3YB Sneakers is a storytelling sneaker brand rooted in graffiti, hip-hop, and basketball culture. The brand is named in honor of the original 3YB crew, one of the most influential New York City graffiti crews of the 1970s, whose creativity and self-expression helped shape modern street culture.
Each sneaker model highlights an artist and their story, celebrating artwork, personal history, and cultural contribution through thoughtful design and creative collaboration. While 3YB honors its original roots, the brand also works with artists from other crews and creative circles, recognizing that hip-hop culture has always grown through collaboration, influence, and shared respect.
3YB exists to build sneakers with meaning — products that feel connected to real people, real stories, and real culture. The brand values authenticity, craftsmanship, and credibility, allowing the work and the relationships behind it to speak louder than hype.
Our mission is to create a story-driven sneaker brand that collaborates with graffiti artists and creatives connected to hip-hop culture. Each model gives artists a platform to share their personal narrative and artistic vision through footwear, while maintaining high standards of design and quality.
Beyond sneakers, 3YB aims to spread a message of perseverance, purpose, and authenticity, encouraging people to trust their journey, remain grounded in who they are, and have faith in God’s will and His plan, even when the path forward is uncertain.
As the brand grows, 3YB is committed to giving back through community-driven initiatives that support art, culture, and entrepreneurship, helping create opportunities for the next generation of creatives.
3YB’s vision is to build the brand organically through artists and cultural contributors connected to hip-hop, including graffiti writers, musicians, DJs, and other creatives who help shape the culture.
The brand seeks to earn trust through consistency, quality, and respect — building credibility within the sneaker and hip-hop communities one release at a time. Growth is intended to be intentional, not rushed, allowing the brand to develop naturally alongside the culture it represents.
Over time, 3YB aims to evolve into a globally recognized sneaker brand, capable of standing alongside larger footwear companies not only culturally, but technically — through innovation in outsole design, comfort, and performance — while remaining true to its roots.
There were many active throw-up specialists in the 1970s, but those who earned a place on the all-time greatest list had to bring something unique. For Jester, that defining element was style. By 1975, he had already explored nearly every other aspect of writing, and the throw-up became the natural next evolution of his work.
He was highly competitive, consistently hitting all the lines with his signature Dye 167 (DY 167) bubble letters. He retired in 1977 and went on to build a successful career working for the state while raising a great family. Despite stepping away from active writing, he has remained connected and respected within the graffiti community.
Born and raised in the South Bronx, BG183 is a pioneering figure in graffiti history and a founding member of the legendary TATS CRU (The Mural Kings). With over four decades of influence, he is internationally recognized for helping elevate graffiti from its subway-era roots into respected large-scale mural art.
Emerging from New York City’s graffiti “Golden Era” of the late 1970s and 1980s, BG183 is known for his mastery of complex lettering and bold color compositions. His “Art of Letters” approach blends advanced wild style typography with detailed characters and layered backgrounds. His work has reached a global audience through collaborations with brands such as Coca-Cola, Sony, and MTV, as well as projects connected to cultural figures like Jennifer Lopez, and has been exhibited internationally.
