11 AAPI-owned fashion brands redefining fun fashion

Color is at the forefront of abacaxi. Named after the Portuguese word for pineapple, South Asian-American designer Sheena Sood seamlessly merges a tropical spirit with the bustle of a New York City lifestyle. She takes inspiration from traditional textile techniques from her Indian heritage and around the world, like Peru and Mexico, and often incorporates handloom weaving, mirror work beading, schiffli embroidery, and plant-dyeing into her vibrant selection. Ribbed tops, flowy trousers, patchwork tees, and more are just some of the many ways that Sood pours her creativity and spirituality into the brand.

ANONIE is a New York-based brand founded by Vietnamese designer Gianna Do. The brand leans on a “dark feminine” aesthetic that makes even the basics feel timeless and elevated; their assortment of “quiet luxury” pieces includes pinstripe sets, multifunctional scarves, and streamlined skirts. Do’s brand prides itself on crafting every drop in limited quantities from women-owned factories and workshops in Vietnam and family-run factories in China.

Clare Ngai founded her accessory brand BONBONWHIMS in the summer of 2020. Since then, it’s been associated with all things maximalist and Y2K with its playful use of mixed metals, freshwater pearls, and gems. Big names like Olivia Rodrigo, Taylor Swift, Ariana Grande, and Doja Cat are already fans.

Mother-daughter co-founders Su Yong Paek and Stephanie Callahan are behind Find Me Now, the ready-to-wear brand founded in 2020 after their family-owned private label business began to feel wasteful. Now, the duo focuses on wearable fashion that’s sustainable and made with the help of small, women-owned factories and businesses. Find Me Now doesn’t sacrifice comfort for fashion either; instead, ribbed knitwear and mesh tops are some of the many styles that the brand perfects.

After launching her eponymous jewelry brand in 2013, Kara Yoo has been on a mission to make timeless accessories with a unique twist. The Korean-American designer is equally inspired by vintage and pop culture motifs as East Asian design philosophies like Japanese wabi sabi and minimalism. Sterling silver bow rings, star-shaped earrings, hand-sculpted pendant necklaces, and glass-blown charms are just a taste of what Yoo offers on her online storefront.

Chinese American designer Jessica Tse, formerly an accessories trend director, founded NOTTE Jewelry in 2018. Since its launch, the brand has become an oasis for all things kitschy and intricately beaded. Tse pulls inspiration from her sketchbook and living between New York and Florence, Italy, creating a playful yet sophisticated collection of quirky accessories made from an eccentric mix of flower-shaped charms, pearls, seashells, and other unexpected materials.

This New York-based intimates label was founded by Clara and Brenda Liang. Siren Basics is a play on the Chinese word Sīrén de, which directly translates to private. Contrary to its literal meaning, the brand is intended to be a celebration of life, and an unapologetic one spent in undergarments. The duo’s mission is to make underwear and swimwear feel bespoke and luxurious. Vibrantly hued mesh, cotton, and silky briefs and thongs sit right under $15 a piece, making Siren basics accessible for everyone.

Founder Dae Lim, a first-generation Korean American from California, doesn’t just bend the rules — he breaks them. Sundae School, now based in New York, is a “smokewear label” that fuses traditional Korean elements and cheeky cannabis cues with streetwear-savvy silhouettes. His colorful fleece jackets, hanbok-inspired sweatsuits, and weed-influenced graphic styles have been donned by Pete Davidson, Jacob Elordi, Korean drag queen Kim Chi, and Korean singer Holland. Lim’s sister company, Sundae Flowers, ships one-of-a-kind assortments of vegan, fruit-infused cannabis edibles straight to your door — with the hopes of destigmatizing cannabis consumption one “mochi” at a time.

Jennifer Chun launched Uniformed in 2022. Chun derived the brand’s inspiration from her roots in Daegu, South Korea, a city where major textiles are produced. Together with her mother, the duo works with South Korean artisans who specialize in traditional natural dye techniques to create pieces made from leftover fabrics and trims. The result is Korean school-inspired blazers and pleated skirts, striped sweaters, and hanbok-inspired silhouettes — hence the brand’s name.

Useless Objects, founded by London and Shanghai-based stylist and creative director Lucia Liu in 2021, is a celebrity-adored jewelry brand for good reason. K-pop mega stars like NJZ and IVE and Chinese superstars like Fan Bingbing have all worn Liu’s eclectic accessories which are often printed with expressions of humor, naiveté, and unadulterated joy. According to Liu, the brand’s name nods to the relentless pursuit of beauty without definition and fun without limits.

Yan Yan Knits is a knitwear brand founded by Phyllis Chan and Suzzie Chung. Yan Yan, which means “everyone” in Cantonese, reflects the company ethos: intentional creations with the customer at the top of mind. Chan and Chung have said they’re influenced by their Chinese roots and memories of their grandmothers, and their vibrant knits often take the form of colorful, chunky, and playful pieces that push the knitwear envelope.