In a collaboration between founder Shiva Trieu and creative director Derek Benedict, our latest campaign for 'Don't Hurt My Feelings' encapsulates a rich tapestry of cultural narratives and sartorial innovation. Titled 'Streetwear Meets Tradition: An Homage to Our Immigrant Parents', this project is a celebration of cultural heritage through the lens of modern streetwear. By casting immigrant parents as models, we challenge conventional fashion norms. These individuals, typically adorned in modest attire, are transformed with contemporary streetwear, symbolizing a bridge between tradition and modernity. Their often perceived sternness masks a profound dedication and willingness to do anything for their children. At the core of 'Don't Hurt My Feelings', paying homage to our immigrant roots is a driving force in our creative journey.
Photography: Shiva Trieu
Creative Direction: Derek Benedict