A celebration of resilience and rebellion –

Sundae School, the fashion brand known for its rebellious fusion of streetwear and cannabis culture, launches its long-awaited fall/winter 2024 collection. This season marks a new chapter for the brand, combining Korean heritage with the spirit of youth counterculture. The collection is rooted in resilience – both personal and collective – offering designs that pay homage to the past while moving towards the future.

The flagship Sundae School line of smoky clothing returns in the FW24 collection, which is a modern reinterpretation of the traditional hanbok (한복), a cornerstone of Korean fashion history. In addition to these cultural nods, the brand introduces cozy outerwear, including bold puffers and fleeces, as well as refreshed everyday essentials like sweatshirts and tees. The collection embodies the season’s powerful message: “Alone we are silent, but together we are resilient,” honoring the strength and unity of the Asian American experience.

“As a brand, we have always strived to capture both the struggles and triumphs of our community,” says Dae Lim, founder of Sundae School. “This collection represents our evolution and the resilience we have had to embody – not only in fashion, but also as Asian Americans navigating a complex world. It is a reflection of how far we have come and where we are going.”

Tradition meets rebellion

Design manager Elizabeth Wang, a first-generation Asian American, spearheaded the creation of the FW24 collection. Her vision is based on tradition, but embraces rebellion, drawing on personal experiences.

“We wanted this collection to be a statement about surviving but also thriving,” says Wang. “We included elements of traditional Korean design such as hanbokbut he added streetwear influences and bold details like hardware and oversized silhouettes. It is a celebration of resilience in every sense – resilience in the face of adversity, in the face of silence and in the face of conformity.”

The key elements of the collection include:

• Quilt down: A new version of the down jacket with a pleated, duvet-like texture that offers both style and warmth.
• Polar Lotos Dancheong: Inspired by the intricate murals of Korean temples, this fleece combines traditional patterns with a modern streetwear aesthetic.
• Varsity Spliff Squad Jacket: A nostalgic nod to varsity gear, this jacket exudes signature Sundae School style.

A campaign celebrating community

Led by Sundae School creative director Audrey Bark, the FW24 collection campaign captures the essence of resilience and unity. Set in a school, the visually striking film follows a group of young people who reach for a deeper sense of self-awareness and liberation after tasting Sundae School’s mochi jelly beans. The campaign embodies the brand’s ethos: true power comes from unity and self-expression, especially for marginalized communities.

“We wanted to capture the raw, authentic stories we experience every day,” says Bark. “Growing up, I was often the only Asian American in high school and kept quiet to avoid trouble. But as I entered college and began my career, I met other Asian Americans and creators who had similar experiences, and I realized that silence was not an option. This campaign is about the resilience we have had to demonstrate as a community.”

Back to the roots

Sundae School made a splash with its 2018-2020 New York Fashion Week debut, but the pandemic forced the brand to rethink its strategy. Moving towards a direct-to-consumer model, Sundae School focused on best-selling products such as its iconic fleeces and tracksuits. As the customer base grew, so did the demand for a return to experimental roots, which led to the bold silhouettes seen in the FW24 collection.

“Our customers have been a huge part of this journey,” says Lim. “Going direct to consumer has allowed us to connect with our community in new ways and be more experimental with our designs. The demand for a reintroduction of a smoky clothing line was clear, and with this collection we perfected it, pushing the boundaries of our creativity further than ever before.

A new chapter at Sundae School

For the Sundae school, the FW24 collection is not only the next step in fashion, but also in its mission to combine lifestyle and culture. The brand has emerged from the challenges of the pandemic with a greater focus on community, ready to continue pushing boundaries while honoring the traditions that have shaped them.

“This collection is much more than just clothes,” says Lim. “It is a reflection of who we are, where we have been and where we are going. It’s about resilience, unity and a new vision of what it means to be part of this community and what it means to break the rules while honoring the traditions that have shaped us.”

The Sundae School FW24 collection will be available for purchase in the Sundae.School store.

https://www.youtube.com/watch?v=SmH-61P6Xf0