Esther Ng, founder of PRIX WORKSHOP, seamlessly blends her automotive roots with fashion, creating a brand that embodies passion and versatility. Growing up in her father’s mechanic workshop, Esther learned the value of hard work and named her brand to reflect that craftsmanship.
With strong ties to racing and motorcycle culture, PRIX WORKSHOP inspires a diverse clientele—from athletes to nightlife enthusiasts—to embrace their passions.
Could you share the story of how untitlab® was founded and how you first started working together with the other founders?
Sans: My name is Sens, and I’m the creative director of untitlab®. I co-founded the brand with Zen and Nicholas. We met at university nearly ten years ago. Our vision was to create a platform centered around shoes, blending creativity with fashion. We wanted to explore the intersections of music, art, and performance within our designs. The name “untitlab®” reflects our desire to keep it open-ended—it’s a blend of “untitled” and “lab.” Now, two of us are based in London and one in Shanghai, allowing us to draw from diverse perspectives as we grow in the fashion industry.
Congratulations on your recent show at London Fashion Week! Can you share some of the inspirations behind this season’s collection?
Sans: For this season, we decided to hold our fashion show at the Institute of Contemporary Art, right across from Buckingham Palace. We wanted to bring fashion into a traditional art space, which was challenging, but they appreciated our proposal. This year’s theme revolves around the concept of “abuse,” reflecting our experiences moving from Asia to the West and the struggles we face. We aimed to create an emotionally resonant show that combines performance art with our footwear.
Breaking boundaries seems to be a central theme of your brand. How do you embody this spirit in your designs?
Sans: I draw inspiration from the diverse lifestyles of people around me. Our mission is to create comfortable and functional designs that transition seamlessly from work to leisure, allowing wearers to express themselves in various settings. Our latest collection incorporates sporty elements, and we focus on versatility to break traditional gender norms.
What kind of personality and lifestyle do you think the people who wear untitlab® embody?
Sans: Our customers are diverse, with a majority being female. They’re confident individuals who enjoy expressing themselves without limitations. We design our products to be inclusive, catering to various ages and genders, which allows people to connect with our brand on different levels.
What do you believe is the most important factor in building a successful brand?
Sans: I wouldn’t claim we’ve achieved success yet, but I’ve learned a lot over the past five years. Initially, I focused too much on design without understanding the business side. A successful brand requires balancing creativity with practical knowledge in marketing and logistics. Continuous learning and adaptability are essential in the ever-evolving fashion landscape.
Do you have any advice for our readers who are looking to start their own brand?
Sans: When you feel a strong emotional connection or have an idea about starting a brand, go for it; otherwise, you might miss out on valuable opportunities. However, remember to stay open-minded and learn as much as you can before launching the brand.
Probably don’t do what I do.
