In this issue of ASIAN VOICE, we feature ALL BEINGS from China. Through the unisex design style and the expression of the love to life in every collections, ALL BEINGS hope to be a brand for everyone, for any styles, and for everyone to find something they like in it.
Nana: Could you give us an introduction about ALL BEINGS?
ALL BEINGS: ALL BEINGS emphasizes a unisex design style that is “for everyone”, with sharp cuts and a distinctive style; the brand prefers to use the language of color, print and collage to present its strong inner identity in a tense way.
Nana: Why did you initially create the brand and name it “ALL BEINGS”?
ALL BEINGS: Because we wanted to create a brand that emphasizes the need for ‘something for everyone’, for men and women, for any style, for everyone to find something they like in our brand.
Nana: What are some of the inspirations for the brand?
ALL BEINGS: I had the idea of starting my own brand since I was in high school. The inspiration of ALL BEINGS is influenced a lot by the culture of Harajuku. My future plans are still to be a brand that will be known to more people around the world.
Nana: How do you come up and decide on the themes for your collections?
ALL BEINGS: Each season we use emotion-filled theme, such as the pool for the Shanghai opening the band theme for next collection, all of which express a love of life.
Nana: Is it possible to let readers know a little about your next drop ? If so, what has inspired the theme and the pieces in them?
ALL BEINGS: The theme of ALL BEINGS next FW collection is “ALL BEINGS is a band”, which is a rendition of the band culture through clothing. The band culture refuses to conform, keeps to itself and plays freely, which is exactly the full emotion that ALL BEINGS wants to express.
Nana: Do you think Chinese consumers and Chinese trends have changed significantly in the last few years? If so, have they had an impact on the design of ALL BEINGS?
ALL BEINGS: Nowadays, Chinese consumers’ aesthetics are becoming more and more diversified. Instead of following a trendy style to dress, people have their own aesthetics and preferences, and willing to except the cultural content conveyed by the clothing. Therefore, as a clothing brand, we have to maintain our own brand identity and insist on giving consumers unique designs, cuts and colors.
Nana: Can you tell us about some of the most challenging experiences you have had during the process of building your brand?
ALL BEINGS: For the whole industry, COVID-19 is a big challenge. We believe that the situation in China will eventually end and spring will come. The impact is definitely significant, but it is both a crisis and an opportunity, both of which coexist. It brings us to think about all aspects, including factories, logistics, supply chain, etc. Any one of them may be affected, so we have to improve every aspects, so this challenge is also an opportunity for us.
Nana: Do you have any advice for our readers who are seeking to find a way to build an innovative brand like “ALL BEINGS”?
ALL BEINGS: Before starting a brand, you need to know what you like, what you love, and understand what the original intention of creating the brand is. Instead of following people’s love, you should not be easily changed by external objective factors. Stick to it.
Do not be easily changed by external objective factors.ALL BEINGS