Advertisement
In the evolving world of streetwear, few brands have carved a niche as distinct and meaningful as Sundae School. Blending Korean heritage with global fashion sensibilities and cannabis culture, Sundae School is more than just a clothing label — it’s a cultural statement. Founded in 2017 by Korean-American siblings Dae and Cindy Lim, the brand has quickly gained a cult following for its thoughtful storytelling, irreverent design, and cross-cultural vision.
The Origins of Sundae School
Sundae School was born out of a desire to challenge stereotypes and bridge East and West through the lens of fashion. At its core, the brand celebrates the dual identities of many first- and second-generation immigrants — especially Korean Americans — who often find themselves balancing tradition with modernity.
The name Sundae School, a playful twist on the idea of “Sunday School,” alludes to innocence, nostalgia, and youth — but with a rebellious twist. It sets the tone for a brand that doesn’t take itself too seriously, even as it explores deep themes like generational identity, taboos, and cultural pride.
Smokewear, Reimagined
At the heart of Sundae School’s aesthetic is what they call “smokewear” — elevated apparel inspired by the cannabis lifestyle but devoid of clichés. This isn’t your average stoner gear. Instead, Sundae School creates sophisticated, high-quality pieces infused with symbolism and intention. Think tailored trousers with embroidered hanja (Korean characters), silk robes reminiscent of hanbok silhouettes, and statement tees featuring cheeky slogans like “Let There Be Light.”
Each collection tells a story. Past drops have drawn inspiration from Korean folk tales, religious motifs, and even the sacred rituals surrounding food and family. Through this narrative approach, Sundae School transforms garments into cultural artifacts, inviting wearers to engage with deeper meaning while looking effortlessly cool.
Cultural Heritage Meets Counterculture
What makes Sundae School truly stand out is its fearless fusion of Korean tradition with cannabis culture — two worlds rarely seen together. While cannabis remains a taboo subject in South Korea, Sundae School uses fashion to challenge stigmas and open dialogues.
Their campaigns are bold, visually stunning, and often humorous, showing models lighting up in hanboks or lounging in rice fields with embroidered lighters. It’s a visual rebellion — one that turns ancient aesthetics into modern protest art, all while maintaining respect for their roots.
In doing so, Sundae School has become a voice for a new generation of Asian creatives who are reclaiming space in industries long dominated by Western narratives.
Expanding Beyond Fashion
Sundae School isn’t stopping at apparel. In recent years, the brand has expanded into cannabis itself, launching a premium line of pre-rolls and edibles in select markets like California. Just like their clothing, the cannabis products are thoughtfully designed — from minimalist packaging to curated strain selections aimed at enhancing creativity and introspection.
By combining their fashion and cannabis ventures, Sundae School continues to push boundaries and create a multi-sensory brand experience. It’s not just about what you wear — it’s about how you feel, think, and express yourself.
Community and Representation
At its heart, Sundae School is about building community. Through pop-ups, events, and collaborations with other Asian American artists and brands, the company fosters a space where people can feel seen and celebrated.
Representation is more than a buzzword for the founders. Their work intentionally uplifts Asian narratives and dismantles stereotypes — whether it’s showing diverse body types in campaigns, incorporating native language elements, or addressing taboo topics with humor and heart.
In a fashion world flooded with trends and fast drops, Sundae School stands out by staying true to its roots while rewriting the rules. Through their distinct blend of Korean culture, streetwear design, and cannabis-inspired creativity, they’ve created something rare — a brand with soul.
For those looking to make a statement not just with their wardrobe, but with their values and voice, Sundae School offers a place to belong, explore, and elevate.
