SUN=SEN

1.  In addition to the theme of this collection, please tell us what you value in your designs.
The collection we will be presenting at CENTERSTAGE is "Everyday I think weird to exist." SS22 is themed around the extinction of dinosaurs and humans, taking a more romantic look at the story of extinction.

The collection is based on a deconstructive concept, but also incorporates some multi-wear designs, which have become the face of the brand. Color schemes and fabrics remain an important part of our designs, and for SS22, pastel tones, including beige, are the main colors. I also used LEGO as a fun little decoration, so please take a look.


2. What message did you convey with your clothes for the post-COVID era?
COVID has disrupted our normal lives. We can't meet with far-away friends and family, international shows have been canceled, and everything has become virtual. This year, we've seen such sudden changes every day, which has made us feel depressed and increased anxiety about our lives. That's why we wanted to express a sense of peace and relaxation when wearing our clothes, and we used pastel colors to create a sense of healing. At a time when our lives are disrupted and our everyday lives are no longer normal, we want to destroy, imagine, and combine in unique ways, just like our brand's "deconstructive" concept, to find new hope in our lives.


3. Please tell us about sustainability in the fashion industry and in your own design process. Please also include any initiatives related to the SDGs.
We've introduced several methods for manufacturing multi-wear items, but we want to create clothes that can be worn throughout the year. We also want to increase the value of clothes by wearing them for a longer period of time, extending their lifespan. For example, our brand has a popular staple item called the double-sleeve design. It can be worn long or short sleeves, making it suitable for all seasons. It's perfect not only for Hong Kong residents, but also for global travelers and those living in areas with extreme temperature differences. At the same time, we're launching a new line called 199S by Sunequalsen. The "S" stands for "special," "sustainable," and "sunequalsen." This line uses organic cotton for T-shirts and recycled materials from windbreakers for sweatshirts. We're also offering T-shirts in separate parts, allowing customers to combine their favorite colors to create their own unique T-shirts.


4. What are the characteristics of the Hong Kong market and what do you think are the advantages of launching a brand here?
The Hong Kong market is very interesting. There are so many different styles, and people dress in their own way without trying to copy others. Hong Kong people try new styles and try to inspire others. Hong Kong is a market that adapts quickly.

SUN=SEN has a very clear and distinctive style. The brand's goal is to spread a sense of optimism to the world through clothing. Many customers who visit the store share the same feeling that they love being in the store because they can find something that makes them happy. Especially now during the COVID-19 pandemic, customers can't travel as freely as they used to, so they tell me they want to come to the store and feel relaxed and happy.


5.  Please tell us your thoughts on the Japanese market and fashion creativity.
I am truly impressed by the Japanese fashion industry. From fabrics to design, from traditional craftsmanship and dyeing techniques using natural materials to the latest sustainable technology, the fashion industry is built from downstream to upstream, with professionals in each field working together to produce highly creative products. There are several designers I love in Japan, and I am fascinated by their extremely high level of craftsmanship and pattern techniques.




＞NEXT, continued from the WEAT interview