“I hope to give everyone a surprise with a funny story behind the simple name.” Interview with TOFU, the founder of SUPERTOFU

In this issue, we welcome SUPERTOFU, a streetwear brand from China. The brand’s designs based on classical work clothes, and integrated with popular street aesthetics as the graphic design. It changes every seasons to present different and unique storytelling. TOFU, the founder had already been selling his creations on T-shirts during his high school years, and later founded SUPERTOFU because of his love for clothing. Now, it has grown to one of the biggest streetwear brand in China loved by millions of people.

Nana: Could you please tell us the basic story about SUPERTOFU ?

TOFU: The clothes collection of SUPERTOFU always take the classical work clothes elements as the clothing design and featuring integration with popular street aesthetics as the graphic design.

In addition to this, we hope the Graphic design has more stories, so we give different spiritual concept and offline story for the theme of each year.

Nana: Why did you initially create the brand and name it “SUPERTOFU”?

TOFU: I created SUPERTOFU in 2011 when I was in high school, just because of  a simple thought of printing my creations on T-shirts and selling them. Later, due to my fondness for clothing, I started the entrepreneurial journey for this brand.

I was addicted to the superhero movie like batman at that time. As my nickname is TOFU, so I named the brand SUPERTOFU. It is easy to remember.

As for the reason why I keep using the name, it is because I hope to give everyone a surprise with a funny story behind the simple name.

Nana: What are some of the inspirations for the brand? Has any culture, art, trends have influenced your brand?

TOFU: The brand was inspired by AMEKAJI (American casual wear). I love its fusion of AMEKAJI. In terms of culture, my creation has also been influenced by Music（Jazz，hip-hop, R&B）, movies(HONGKONG MOVIES) and the reflections on Life.

And My idol is nigo.

Nana: How do you come up and decide on the themes for your collections?

TOFU: I believe everyone will gain some insight at different stage in life. I will write down my insight, and find the most meaningful one to produce resonance around our customer. And make the theme  be suitable for graphic design to express something.

Nana: Is it possible to let readers know a little about your next drop (collection)? If so, what has inspired the theme and the pieces in them?

TOFU: The 50% of the next collection has been completed, but the theme content needs to be kept secret now, Hahaha…

But We hope to give some positive energy to everyone by next theme of our brand. As for the inspiration, it mainly comes from my reflection of daily life.

Nana: What kind of experiences that you want to bring to customers when they wear Supertofu?

TOFU: I hope that they can get some thoughts and stories by our slogan and graphic design.

In terms of collocation, I hope the clothes on them will be comfortable and show some funny details.

Nana: Can you tell us about some of the most challenging experiences you have had during the process of building your brand?

TOFU: It’s challenging for us to open the first offline store during this time.The business environment is not good and the offline operation model is completely different from the online store, so we needed a certain time and cost to support the offline store building.

Nana: Do you have any advice for our readers who are seeking to find a way to build an innovative brand like “Supertofu”?

TOFU: Well, just keep a sincere original intention.

The result is predictable if you create a clothing brand now. However, I didn’t know what the future come when I created the SUPERTOFU. We did it just for love. I think the original intention decides how a brand develops. It has different result whether you create it for love or money.  

What’s more, keep your love for life, stay life still and life chill , thinking the strange or funny things as much as possible.

Keep a sincere original intention.

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