What is Youth Loser? Youth loser was established by KEI in 2017. All designs and producing are done by KEI himself. The story behind this brand comes from KEI at 19, wanting to create something that would commemorate the end of his teenage life. “Youth Loser” comes from KEIs message of not being a youth nor a loser anymore. The iconic brand logo “1997” comes from his birth year. youth loser and 1997 are both certified on trademark registration.