Hyperfly works in collaboration with Jasper Wong, who is the founder of POW! WOW! Worldwide on a new collection. This is also made possible with the contributions of the NBA and WNBA as well. The purpose behind the new designs is to celebrate Asian culture and support the #StopAsianHate movement.
The collection is marked by cultural icongraphy, spotlighted by dragons, phoenixes, and other emblems that honor Asian American and Pacific Islander cultures. Wong talks about what the motifs mean, “The dragon represents good luck, strength, and health. Oftentimes people that live in excellence and perform outstanding feats are compared to dragons, whereas the phoenix is centered around high virtues and grace. The various aspects of the phoenix hold meaning, such as the head being ‘virtue’, the wing is ‘duty’, the back is ‘propriety’, the abdomen is ‘credibility’ and the chest is ‘mercy.’”
Image Credit: Hyperfly
What's Driving This Trend
- Asian-celebratory Streetwear
- Creating cultural icongraphy centering around cultural icons to celebrate and honor Asian American and Pacific Islander cultures is an opportunity for streetwear companies to sell unique trendy items that empower underserved communities and help create awareness to pressing issues like #StopAsianHate
- Collaborative Collections
- Joining forces with influencers, organizations and artists to create a collection that speaks to cultural values is an opportunity to create relevant content and shared experiences that align with consumer values
- Social Justice Movement-driven Fashion
- Dedicating collections to social justice movements and advocating for them while contributing to charitable causes aligns with consumer demands and offers a chance to show brand identity while championing important issues
Who This Affects Most
- Streetwear Industry
- Collaborating with artists, organizations, and influencers to create collections that represent cultural values can help streetwear companies empower underrepresented communities and create value-added products that resonate with trendy consumers
- Fashion Industry
- Creating fashion collections that promote social justice movements creates value by aligning with consumers that want brands as activists while bringing awareness to issues caused by systemic inequalities
- Charity Organization
- Partnering with brands to advocate and support social justice movements through charitable causes and visionary collections creates opportunities for revenue-generating long-term partnerships while creating social impact through fashion
