Inspired by the creative energy associated with both fashion and cannabis, New York-based fashion brand Sundae School makes self-styled "smokewear."
Inspired by the creative energy associated with both fashion and cannabis, New York-based fashion brand Sundae School makes self-styled "smokewear."
Sundae School
Designer Dae Lim and his sister Cindy, who manages operations and PR for the brand, have given Korean aesthetics a contemporary twist.
Designer Dae Lim and his sister Cindy, who manages operations and PR for the brand, have given Korean aesthetics a contemporary twist.
Sundae School
Lim incorporates the silhouettes of Korean traditional attire into his creations.
Lim incorporates the silhouettes of Korean traditional attire into his creations.
Sundae School
A loose durumagi (a traditional Korean overcoat) is made of denim instead of silk, while a unisex jeogori (the upper garment of a hanbok) comes with a hidden pocket for storing joints.
A loose durumagi (a traditional Korean overcoat) is made of denim instead of silk, while a unisex jeogori (the upper garment of a hanbok) comes with a hidden pocket for storing joints.
Sundae School
The garments take inspiration from traditional Korean designs, architecture and folklore.
The garments take inspiration from traditional Korean designs, architecture and folklore.
Sundae School
The label's success has stirred debate back in South Korea, where a huge amount of stigma still surrounds marijuana.
The label's success has stirred debate back in South Korea, where a huge amount of stigma still surrounds marijuana.
Sundae School
The Lims were born in South Korea but moved to the United States in their early teens.
The Lims were born in South Korea but moved to the United States in their early teens.
Sundae School
"The Korean idiom 'back when tigers used to smoke' is how every Korean folklore (tale) begins," explained Cindy, on a phone call. "(It's) just like 'once upon a lifetime' in Western fairy tales."
"The Korean idiom 'back when tigers used to smoke' is how every Korean folklore (tale) begins," explained Cindy, on a phone call. "(It's) just like 'once upon a lifetime' in Western fairy tales."
Sundae School
The brand's various styles of traditional garments, as well as modern items like T-shirts and hoodies, carry folklore-inspired illustrations.
The brand's various styles of traditional garments, as well as modern items like T-shirts and hoodies, carry folklore-inspired illustrations.
Sundae School
Lim wants to use his brand to present a more nuanced picture of marijuana users and specifically, he says, Asian American stoners.
Lim wants to use his brand to present a more nuanced picture of marijuana users and specifically, he says, Asian American stoners.
Sundae School
"As Asians, especially as Asian Americans, there's no denying that there is a lot of privilege associated with our lives," said Dae Lim. "But that being said, our voices are still muted a lot of the time because of the petty notion that we are the model minority -- the doctors, lawyers, college-educated or the math-studying."
"As Asians, especially as Asian Americans, there's no denying that there is a lot of privilege associated with our lives," said Dae Lim. "But that being said, our voices are still muted a lot of the time because of the petty notion that we are the model minority -- the doctors, lawyers, college-educated or the math-studying."
Sundae School
By defying Asian stereotypes, the siblings hope to start a "yellow stoner revolution."<br />
By defying Asian stereotypes, the siblings hope to start a "yellow stoner revolution."
Sundae School
"We want to change the thoughts of those who think that marijuana is just a devil's drug," said Cindy Lim. "But also we want people to know more about Asian American culture and to notice us as equals, not just in law but also in inclusion and in (the) media."
"We want to change the thoughts of those who think that marijuana is just a devil's drug," said Cindy Lim. "But also we want people to know more about Asian American culture and to notice us as equals, not just in law but also in inclusion and in (the) media."
Sundae School
The siblings claim to have seen a small but emerging cannabis culture in South Korea, where marijuana is not only illegal but a social and cultural taboo. They hope to use people's curiosity to take the brand back to their birthplace.
The siblings claim to have seen a small but emerging cannabis culture in South Korea, where marijuana is not only illegal but a social and cultural taboo. They hope to use people's curiosity to take the brand back to their birthplace.
Sundae School
"Not everyone is going to align with what we are trying to do," said Dae. "But it's OK if we can at least get these dialogues started, where there is an exchange of opinion. I think that's what we are achieving here."
"Not everyone is going to align with what we are trying to do," said Dae. "But it's OK if we can at least get these dialogues started, where there is an exchange of opinion. I think that's what we are achieving here."
Sundae School