Fashion design / brand identity / marketing visuals / UX design
Yuugen (n.) profound, mysterious sense of subtle beauty in the universe.
I created Yuugen Apparel in 2020 out of a desire to showcase my art. I created original art on Procreate, edited design mockups on Illustrator, and printed them on clothing by collaborating with local suppliers. I shipped samples over initial weeks of trial and error, conducted user/market research, and finally launched as an online fashion brand.
Over 1 year of operating primarily online, I created graphics for and maintained the Instagram social media account, learned how to launch ads via the Facebook/IG ecosystem, and posted drops and collections regularly. Over time, I made over 100 sales over Shopify and Etsy, wherein I got some touching messages from people expressing love and appreciation for the brand during an uncertain period of time. I started collaborating on designs with artists in the US and overseas, worked with fashion influencers, and got the opportunity to pivot to selling in-person at anime conventions, where I met some of the most fun and passionate people and discovered communities I truly connected with.
This brand is my first solo project, my baby, and I’m so grateful to everyone who helped sell, photograph and show support for the brand along the way. Thank you for letting me create something that told my story and touched people along the way.
