AISON ANDÉR is the debut project from Sydney-born Alexander Wu-Kim. The deeply personal label was conceived as a way to tell meaningful stories that explore the designer’s heritage and the intersection between Korean and Australian culture.

Love is the Seed of Tears, is the newcomer’s first instalment and is inspired by the narrative of an immigrant’s journey, as told through the lens of the Kim family. It pays homage to and celebrates the family members who came before and made it all possible.

The streetwear label aims to explore cultural nuances and what it means to be an Asian-Australian. Wu-Kim explains:

“As you slowly become more familiar with the brand, you’ll see me constantly exploring this intersection between Korean and Australian culture. This is something of real personal importance as I better understand who I am and where I fit in. I’m not fully Korean, nor am I Australian either, and the foundation of my heritage has come solely from anecdotes and tales. So, for me, this becomes a vehicle to showcase my interpretation of Korean culture, as told from a distant land and a foreign shoreline.”

At the brand’s core is a commitment to producing considered and understated garments for everyday wear. Highlights from the debut collection include a directional football jersey, staple tees and hoodies, and a fleece vest and shorts.

Each garment gives a subtle nod to the Korean way of doing things, both old and new. “Korean fashion, in particular, has long been known for its unapologetic experimentation – a feature that’s been translated into the types of fabric combinations used and each pieces’ silhouette in the debut collection,”
says Wu-Kim.

AISON ANDÉR gains its name through the culmination of two distinct notions. In ancient East Asian culture, those with the title of ‘AISON’ held great significance within the country’s social structure and was a term given to those directly within the noble line that, for some reason or another, had been reduced to commonality. As such, it became an enigmatic title that brought with it two distinct yet equally rich life experiences – one of nobility, prestige, and sophistication and the other of humility, workmanship, and ambition.

Meanwhile, ‘ANDÉR’ is a reference to the designer’s full name, signifying the appreciation of one’s identity, heritage, and character.

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