New launch out now! Fresh from the Muscle Beach Boardwalk the new Venice Beach collection features original archive artwork that has been hidden away since the early 90s. To create this collection, Y,IWO sought out Muscle Beach legend Steve “Strong” Cepello to bring his iconic artwork to light. Back in the 70s and 80s, Cepello was a powerlifter, pro-wrestler, surfer and artist, living a few hundred feet from the barbells and squat racks of Muscle Beach. And when Cepello wasn’t lifting heavy in the pit, he was often stationed across from it, selling his custom shirts to tourists looking for Muscle Beach souvenirs. Today, in honor of the legend of Steve “Strong” Cepello and Venice –the birthplace of modern bodybuilding, Y,IWO introduces the sickest Muscle Beach souvenir collection—ever. The best pumps come from inspiration. That is why we are proud to share art from legends, including our friends Steve “Strong” Cepello and Ric Drasin (RIP), Brett Lenger and more. Steve “Strong” Cepello original art is housed in the permanent collection at the Y,IWO Muscle Arts and Sciences Society (MASS) archive in New York City.