Nana: Fashion has infinite possibilities, and new power is born from it. As a carrier of culture and times, fashion encompasses everything. From trendy to traditional culture, from celebrities, idols to everyone’s daily life, and from West to East, it is our discourse, our power, our time. Through Asian Voice, we hope to spread the local Asian fashion culture to the world by moving cross languages and borders.
In this edition of ASIAN VOICE, we proudly welcome the renowned streetwear brand Randomevent from China as it celebrates its remarkable 11-year journey. As a highly esteemed and iconic streetwear brand in China, we are thrilled to reflect on its evolution since its inception. Despite initially majoring in finance in college, founder Younker Hong discovered his true passion for entrepreneurship and fashion, embarking on a lifelong career in this field.
According to Younker, Randomevent was founded without any specific directions or goals. However, this led to the decision of crafting a narrative centered around embracing the present moment. Randomevent embodies a life attitude that encourages individuals to find joy and embrace the present moment continuously.
The advent of the COVID-19 pandemic acted as a turning point for the team, prompting them to reevaluate and enhance their approach. With a renewed sense of purpose, the team is revisiting their remarkable 11-year history and implementing updates. Let us eagerly anticipate the bright future that lies ahead for Randomevent.
Nana: What’s motivated you to start your brand and named it “Randomevent” initially?
Younker: I majored in finance, but after graduation, I immediately started my own brand and treated it as my first career since there is a strong passion for entrepreneurship and fashion inside. Additionally, more than a decade ago, many well-known brands emerged in Guangdong and Hong Kong, China. Therefore, I started this brand mainly influenced by both domestic and international cultures, as well as my personal love for fashion.
I named it “Randomevent” because in the early stages of its establishment, I didn’t have a specific goal or direction. So, the name of this brand represents my attitude. I believe a brand should be fluid rather than stagnant, with each moment bringing forth different inspirations. “Randomevent” reflects this concept of embracing random and every unique moments.
Nana: What is the most important design aesthetic and philosophy of the brand?
Younker: What we want to express is a moment. In Chinese, it’s called “不期而遇” (bù qī ér yù).
The brand is telling a story of the present moment. We hope that everyone can enjoy the present moment at all times. For example, I will incorporate my current understanding of social culture into our products and convey it to consumers.
Nana: The brand is inextricably linked to youth culture, with interviews, documentaries, music, etc., to connect deeply with the younger generation. What do you imagine young people wearing Randomevent to be like in your mind?
Younker: I hope that they can become more confident and comfortable, and find mutual value and identification through our community.
Nana: How do you come up with every collections? Is it possible to share a little bit about your next collection?
Younker: In the past three years of the pandemic, most of our series have been related to journeys. This is because people’s desire to go out and explore different environments and engage with others has become much stronger compared to before. We haven’t decided on the theme for the next season yet, but the general concept will still be connected to journeys.
For example, it could depict a specific moment or a stop during a trip. We hope that people can enjoy the moments of conversing with themselves, strangers, and the surroundings during their journeys.
Nana: Have COVID-19 brought many challenges to the brand?
Younker: Both online and offline sales have been greatly affected. Factors such as logistics, transportation, and the economic environment have led to our sales performance falling short of expectations. However, many things have two sides. Our team has more space for reflection and self-adjustment. Therefore, when creating new collections, we have adopted new approaches, such as placing a greater focus on the products themselves.
Prior to the pandemic, we were more focused on marketing initiatives, but in recent years, we have shifted our attention towards the products and designs themselves.
Nana: Randomevent has been on a journey for over 10 years, what are some future plans?
Younker: As our brand enters its 11th year, it marks a new beginning for us.
Firstly, we are committed to maintaining the attitude of valuing fragmented moments that we wish to express. Also, we need to engage in communication with younger consumers in the market. We still consider ourselves as a youthful brand, actively engaging in dialogue with the market.
Nana: Randomevent’s shoes are very popular, and I’m sure you’re a sneaker lover from your social media. Are there any shoes you’ve been looking at lately that you can recommend to us?
Younker: I share similar interests in footwear as most guys do. In fact, Randomevent often collaborates with shoe brands. For example, we have collaborated with Reebok in the past. In the second half of the year, we will also be partnering with Vans to release three shoe designs, which I would like to recommend to everyone.
Nana: What are some of the opportunities and challenges for Chinese designers and brands now?
Younker: I believe there are more opportunities than challenges. While Chinese brands may have started a bit later compared to many countries, in terms of the supply chain, branding, and the workforce, everyone has become much more professional. In terms of opportunities, we need more channels to connect with overseas markets.
The challenge lies in whether we are prepared. From shaping the brand to defining the product style and expressing the desired attitude, the dimensions of communication and competitive environment change when we step out of our domestic market and enter the international arena. The requirements for goods and the cultural differences vary across regions. How Chinese brands can successfully engage in a dialogue with the world while maintaining their independence and Chinese culture is a question that requires further consideration.
Nana: What are some advices would you give to someone who is interested in starting their own business in the fashion industry?
Younker: Just start. Only by taking action can we achieve some results, even if they may not be exactly what we expected. Just like Randomevent, there may be many unpredictable things happening.
Furthermore, it is essential to have great passion and perseverance. There are numerous challenges, and it is crucial to be prepared to face them.
Only by taking action can we achieve some results, even if they may not be exactly what we expected.
Text by Yiyao Zhang