Brands of tomorrow - Sundae School

The needle of the fashion scale seems to move to the Far East, especially towards South Korea. It is not the first time – and I guess it will not be the last one – that our radar points towards the emerging scene of South Korean streetwear and this time we want to attract your attention to a brand that you have to keep an eye on.

We are talking about Sundae School, a Seoul-based brand founded by siblings Cindy and Dae Lim who last April have launched their first collection, called Chapter 1: Genesis, in New York. It is a series of basic garments dedicated to, hear ye, cannabis – concept interpreted through a lookbook who recreates the sacred writing of Genesis.

"Day 1 and God said, Let There Be Light"

is the biblical phrase who opens the lookbook, showing us a young model lighting a cigarette. And so on, until the sixth day, when two hands pass a blunt – recalling Michelangelo Buonarroti's fresco, The Creation of Adamo – and the seventh day, renamed "Sundae".

Each shot recalls the seven days of The Creation, mixing the concept of the brand with the biblical imaginary. Streetwear and urban attitude are combined with Genesis, but also the Asian influences of the brand are recalled. T-shirts, sweatshirts, and jeans are decorated with prints and patches that recall Oriental culture, such as lotus flower, geisha and majestic tigers. To make it all the more trendy and contemporary, there are also caps with the phrase "NIGHTCAP" and hoodies printed with the logo of the brand, as the best tradition of today's streetwear wants.

If all this is just the Sundae School's debut, we can not wait to see what the Lim siblings have planned for us in the future.