SUN=SEN

The fashion and lifestyle brand SUN=SEN was founded by the designer Sun Lam in 2016 with a focus on slow fashion that brings joy.

• The fashion industry has officially welcomed the digital age. How do you feel about different brands experimenting with the phygital format?

  The combination of the two overcome geographical constraints and restrictions posed by the pandemic. The phygital format enables designers to establish their brand images. On the downside, it eliminates the sense of touch, which is undoubtedly a critical experiential element from buyers’ perspective. After all, I would say physical stores still play an important role in the fashion industry.

• How do you think independent brands or young designers should prepare for the phygital transition in fashion?

  First, they have to recognise their own styles clearly, and make sure that their brand stories are consistent with their styles; then they should make good use of online or other platforms to introduce their brands and showcase their products. If the brands are presented appealingly, people can get to know your brands through online platforms first, and it would be easier for the brands to garner more positive attention after the pandemic.

• What is the meaning behind the brand name?

  When I was studying abroad, my friends often confused “Sen,” which is the romanisation of my Chinese name, with “Sun”. When they were trying to pronounce my Chinese name, it sounded like both English and Cantonese. It was funny. Actually both are correct──it’s just a matter of cultural differences. A name can be written and pronounced in different ways in different cultures; it’s just like how culture can shape one’s personality and style. This is how I came up with the name “SUN=SEN”.

• What inspired you to focus on slow fashion?

  I believe that when a person finds their own style and stays firm to it when making their purchases, many fashion items won’t go out of trend. But the reality is that many simply follow the trends and keep buying new clothes. Most of their clothes are then turned into waste. By adding details to my designs, I aim to create versatile and timeless pieces that will never become outdated. People would then love to wear these pieces again and again, instead of chasing trends and throwing away clothes.

• Your designs are colourful and fun. Is it your personal preference or are there any underlying messages?

  I love colourful pieces with design details that allow you to mix and match. I allow my intuition and passion to guide me along my creative process in the hope that my designs can surprise the audience while spreading positivity. I once had a customer who told me that it was joyful to wear my designs──I felt that I had accomplished my goal and it was satisfying.

• What are your plans for the future?

  Apart from our store at PMQ, we have also launched a lifestyle boutique and café in Taichung. So for now, we would like to focus on our physical and online businesses. We are also putting fashion items together with other products, hoping to create a multifaceted lifestyle brand.