“PabePabe is about being ridiculous but in a fun, humorous way.” Interview with Logan Chan, the founder of PabePabe

PabePabe is the fashion brand that’s not afraid to break the rules—because who says fashion can’t be a little ridiculous? Created by Logan and his business partner, Liu Xing, the brand is all about embracing the playful side of design, with a quirky, rule-breaking approach to accessories. PabePabe’s bold, colorful creations turn everyday objects into wearable art, inviting you to see fashion through a completely new lens. With a mix of humor, creativity, and a dash of absurdity, PabePabe challenges the norms and brings a fresh, irreverent energy to the fashion world. It’s not just about bags—it’s about making life a little more exciting and a lot more fun!

What inspired you to create your own brand, and why did you choose the name “PabePabe”?

Logan Chan: The name “PabePabe” actually stems from the character The character name is “Barbie (芭比) ‘ from the book Postcolonial affairs of food and the heart (後殖民食物與愛情). The book is set in the post-communism era of the Guangdong area, and it deeply influenced me. I’m originally from Hong Kong, and together with my business partner, we launched the brand inspired by the book’s theme. The main character has a crazy mind and writes nonsense in an unconventional style. We love how the narrative breaks rules and defies common sense, and this mirrors the essence of our brand. PabePabe is about being ridiculous but in a fun, humorous way—embracing the absurdity in fashion and design.

How do you officially present your brand in your physical stores? What design elements reflect PabePabe’s unique aesthetic?

Logan Chan: We focus on art exhibitions and installations to showcase our brand. Fashion for us isn’t just about bags; it’s about breaking visual norms and presenting fashion as a piece of art. Through installations, we invite people to experience the brand from a fresh angle. The goal is to challenge perceptions and show that everyday objects, like bags, can hold limitless possibilities. It’s about making people think differently—transforming the ordinary into something extraordinary.

With such a bold visual identity, what kind of message or lifestyle do you want to communicate to your audience?

Logan Chan: The message is simple: life can be ridiculous, but in a fun and creative way. We aim to break the boundaries between bags, art, and everyday objects. Our goal is to inspire people to see the world from a new perspective, where normal things can be transformed into something more exciting and meaningful. PabePabe is about seeing the beauty in absurdity and adding a little joy to everyday life.

Can you share the inspiration and concept behind one of your iconic items, the Ginger Rainbow bag, which has gone viral online?

Logan Chan: The Rainbow Rainboot bag came from a moment of creative spontaneity. We look at everyday objects and try to incorporate them into our designs. The bag is functional but playful, with a unique feature—a key that locks and unlocks it, much like an everyday tool reimagined as an accessory. It reflects our approach of taking things that are usually mundane, like horns or instruments, and reinterpreting them in a fun, quirky way. The key design was just something that felt right, and when we see it catching on, it’s a pleasant surprise! It’s about pushing boundaries while still keeping the functionality.

You’ve had pop-up stores in Japan and have physical stores in Hong Kong and Shanghai. How do you think fashion cultures in Hong Kong and Japan differ, especially in terms of brand identity?

Logan Chan: The fashion culture in Hong Kong is small, and people tend to care a lot about the prestige of a brand. There’s a focus on high-end labels, and the market doesn’t fully support niche brands. In contrast, Shanghai and broader China are much more open to supporting homegrown designers, especially if the price is right. Japan is unique because it’s a place where brands need to gain credibility through strong local influence. It’s not enough just to be quirky; you need to build trust with Japanese consumers, often through influencers or “key opinion leaders.” Japanese culture is conservative, yet open to innovation in design—it’s all about finding that balance.

What challenges have you faced in building the brand, particularly in terms of cash flow and market acceptance?

Logan Chan: Cash flow is always a challenge, and it’s something that stresses me out. We’ve had to push through tough periods by moving products quickly and being resourceful. Interestingly, we’ve seen really strong results in markets like Thailand, Indonesia, and the Philippines. These South Asian countries are incredibly receptive to quirky, unique designs. Japan and Europe can be more difficult to break into because they tend to be more selective, but we’ve managed to carve out a niche. We’ve also had good traction in the UK, partly thanks to collaborations with department stores like Selfridges.

What advice would you give to someone who wants to start their own brand?

Logan Chan: I’m still figuring things out myself, so I don’t feel fully qualified to give advice. However, if you’re asking how to start a brand, my advice would be to stick with what you love and believe in. Don’t rush into it or compare yourself to others who seem to go viral overnight—there’s always a story behind their success. Focus on developing your unique style and vision, and don’t give up just because things are slow at first. Build your brand organically by sharing it with the world, wearing your creations, and making sure people know what you’re about. Consistency and passion are key, and don’t get discouraged by the quick success of others—it takes time to build something meaningful.

Focus on developing your unique style and vision.

‍