Sundae School, the fashion brand known for its rebellious fusion of streetwear and cannabis culture, is launching its highly anticipated Fall/Winter 2024 collection. This season marks a new chapter for the brand, blending its 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 pushing toward the future.
The FW24 collection sees the return of Sundae School’s flagship smokewear line, a modern reinterpretation of the traditional hanbok (한복), a cornerstone of Korean fashion history. Alongside these cultural nods, the brand introduces cozy outerwear, including bold puffers and fleeces, as well as reimagined 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’ve always tried 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’ve had to embody—not just in fashion, but as Asian Americans navigating a complex world. It’s a reflection of how far we’ve come, and where we’re headed.”
Advertisement
Tradition Meets Rebellion
Design Lead Elizabeth Wang, a first-generation Asian American, spearheaded the creation of the FW24 collection. Her vision is grounded in tradition but embraces rebellion, drawing from her personal experiences.
“We wanted this collection to be a statement about survival, but also about thriving,” says Wang. “We’ve incorporated elements from traditional Korean design, like the hanbok, but infused them with streetwear influences and bold details like hardware and oversized silhouettes. It’s a celebration of resilience in every sense—resilience against the odds, against silence, and against conformity.”
Key pieces from the collection include:
- The Duvet Puffer: A reimagined puffer with a pleated, duvet-like texture, offering both style and warmth.
- Lotus Dancheong Fleece: Inspired by the intricate murals of Korean temples, this fleece merges traditional patterns with modern streetwear aesthetics.
- Spliff Squad Varsity Jacket: A nostalgic nod to college varsity gear, this jacket exudes Sundae School’s signature edge.
A Campaign Celebrating Community
The campaign for the FW24 collection, directed by Sundae School’s Creative Director Audrey Bark, captures the essence of resilience and unity. Set in a school, the visually striking video follows a group of young people who, after enjoying Sundae School’s mochi gummies, tap into a deeper sense of self-awareness and liberation. The campaign embodies the brand’s ethos: true power comes from unity and self-expression, especially for marginalized communities.
“We wanted to capture raw, authentic stories we experience every day,” says Bark. “Growing up, I was often the only Asian American in my high school, staying silent to avoid any trouble. But as I entered college and my career, I met other Asian Americans and creatives who had similar experiences, and I realized silence wasn’t an option. This campaign is about the resilience we had to find as a community.”
Returning to Its Roots
Sundae School made waves with its debut at New York Fashion Week between 2018 and 2020, but the pandemic forced the brand to rethink its strategy. Pivoting to a direct-to-consumer model, Sundae School focused on best-selling pieces like their iconic fleeces and sweatsuits. As their customer base grew, so did the demand for a return to their experimental roots, leading to the daring silhouettes seen in the FW24 collection.
“Our customers have been a huge part of this journey,” says Lim. “Going direct-to-consumer allowed us to connect with our community in a new way and be more experimental with our designs. The demand to bring back the smokewear line was clear, and with this collection, we’ve refined it, pushing our creative boundaries further than ever before.”
A New Chapter for Sundae School
For Sundae School, the FW24 collection marks not just the next step in fashion but in its mission to blend lifestyle and culture. The brand has emerged from the challenges of the pandemic with a stronger community focus, ready to continue breaking boundaries while honoring the traditions that shaped them.
“This collection is so much more than just clothing,” says Lim. “It’s a reflection of who we are, where we’ve been, and where we’re 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 shaped us.”
Sundae School’s FW24 collection will be available for purchase at Sundae.School.
