YISU (以俗) is an independent designer brand that aims to provide inspiring and long-lasting products to its customers around the world. The design essence of YISU is to highlight small, but beautiful encountering in life through investigating how the brand’s founder experienced her own culture heritage and the feeling of belonging living in foreign lands. One of the core missions of the brand is to have its product become a part of the consumers’ memory, a puzzle piece of their life. Thus, YISU’s products are manufactured with meticulous attention to detail, where the good quality would increase the longevity of the product. The brand’s colour palette, fabric choice and print design are all based on careful observation and reflection of our surrounding environment.
Coming from a multicultural background, the brand’s founder Suyi Chen hopes to use this brand as a chance to reflect on her past experiences of constantly moving from places to places, and also to share her unique point of view of the world through timeless womenswear designs. As how Suyi wrote in the brand story of YISU, she decides to focus on the word “trace” and aims to create designs that both honor the past, as well as live in the present and could last long in the future. Instead of chasing the world of trend, Suyi hopes YISU could live beyond trend and be timeless and sustainable.
From your memory, be your memory
Experiments and explorations
Experiments and explorations
