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Written by Stella Ko, CNN
“Clothes are one of the best age-old means in which you accurate yourself,” according to New York artisan Dae Lim. “And similarly, smoker cannabis can alleviate a lot of artistic and bookish highs.”
Sundae School draws on the silhouettes of the country’s acceptable attire. Credit: Sundae School
Together with his sister Cindy, the 25-year-old has put a abreast aberration on the acceptable aesthetics of his birthplace, South Korea. As able-bodied as accumulation illustrations afflicted by Korean culture, the cast draws on the silhouettes of acceptable attire.
A apart “durumagi” (a acceptable Korean overcoat) is fabricated of denim instead of silk, for instance. And a uni “jeogori” (the aerial apparel of a hanbok) comes with a hidden spliff pocket. Other added avant-garde items, including T-shirt and hoodies, backpack folklore-inspired architecture motifs or acceptable collars.
The siblings, who were built-in in Seoul and confused to America in their aboriginal teens, launched their cast in New York two years ago.
The characterization has acquired accepting in the US with items featured in publications like Vogue, and their newest accumulating will be awash by Barneys.
Inspired by the artistic activity associated with both appearance and cannabis, New York-based appearance cast Sundae School makes self-styled “smokewear.” Credit: Sundae School
However, the label’s success has afflicted agitation aback in South Korea, area a huge bulk of stigma still surrounds marijuana.
‘When tigers acclimated to smoke’
Far from academic stoners — the duo is high-achieving, and accept big ambitions for the brand. Cindy, who handles Sundae School’s operations and accessible relations, studies ambitious administration at the University of Pennsylvania. Dae, the artistic force abaft the brand, accelerating with a mathematics amount from Harvard.
“The Korean argot ‘back aback tigers acclimated to smoke’ is how every Korean ballad (tale) begins,” explained Cindy. Credit: Sundae School
Dae’s designs amalgamate Korean history with the adumbration of adoration and cannabis culture. One analogy appearance a account of the 15th-century king, Sejong the Great, with a acceptable smoker aqueduct (known as “gombangdae”). Another appearance a white tiger — of abounding a Korean fable — amidst by white clouds.
“The Korean argot ‘back aback tigers acclimated to smoke’ is how every Korean ballad (tale) begins,” explained Cindy, on a buzz call. “(It’s) aloof like ‘once aloft a lifetime’ in Western bogie tales.”
The cast played on the Book of Genesis in its aboriginal accumulating — acclimation its lookbook into assorted capacity and featuring quotes like “God fabricated the apple high” afore he “blessed the seventh day, and alleged it Sundae.”
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‘Yellow stoner revolution’
The Lims’ goals for the cast transcend fashion. In particular, Dae wants to action afterimage to Asian marijuana users.
“As Asians, abnormally as Asian Americans, there’s no abstinent that there is a lot of advantage associated with our lives,” he said. “But that actuality said, our choir are still aerial a lot of the time because of the petty angle that we are the archetypal boyhood — the doctors, lawyers, college-educated or the math-studying.
By defying Asian stereotypes, the ancestors achievement to activate what they alarm a “yellow stoner revolution.”
“We are aloof one allotment of the beyond ‘cannabist’ bolt of America,” Dae said. “We are apery one of the (lifestyles) that stoners can access or embody. And breaking that aberancy is article that we are best aflame about.”
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“At the end of the day, there is added than one blazon of smoker and America is a admirable archetype of that,” he said. “It’s a multicultural association of people, and it’s a multicultural association of stoners.
“We appetite to change the thoughts of those who anticipate that marijuana is aloof a devil’s drug,” Cindy added. “But additionally appetite bodies to apperceive added about Asian American ability and to apprehension us as equals, not aloof in law but additionally in admittance and in (the) media.”
Bringing cannabis home
The Ivy League siblings’ attempt for accepting has additionally abundant at home: Dae recalls that his parents were cat-and-mouse for his grades to bead aback they aboriginal apparent that he smoker weed.
“They were addled at first, cogent me, ‘Why would you try to (start a business in an industry) that doesn’t exist?” said Dae. “But now they see it in a altered ablaze as we are authoritative profit.”
Yet, Dae and Cindy address a baby but growing cannabis movement in the country.
“The cannabist ability in Korea is appealing abundant non-existent,” said Dae. “But with the acceleration of adolescence ability and counterculture in Korea — as you can see from the hip-hop movement and underground boom arena — there’s added concern appear it.”
Pop-up accession “Garden of Mari(juan)a” (2017) in Seoul featured 303 Virgin Mary sculptures. Credit: Sundae School
The ancestors are now application that concern to booty the cast aback their birthplace. In an accident blue-blooded “Sundae Aerial Tea,” they partnered with a Korean blooming tea aggregation to action attendees a acquaintance acceptable tea ceremonies. Then, aftermost year, they hosted a pop-up “Garden of Mari(juan)a” in Seoul, a accord with artisan Jiyen Lee. Designed to charm the acquaintance of a marijuana high, the art accession featured 303 Virgin Mary sculptures angry neon blooming beneath atramentous lights.
“Not anybody is activity to adjust with what we are aggravating to do,” accepted Dae. “But it’s OK if we can at atomic get these dialogues started, area there is an barter of opinion. I anticipate that’s what we are accomplishing here.”
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