Dae Lim launched his New York-based label Sundae School as a way to explore the relationship between three unlikely passions: mathematics, fashion, and cannabis (yes, you read that correctly!).
Born and raised in Seoul, Lim immigrated to the U.S. as a child. He has designed clothes since his teenage years, then studied Applied Mathematics at Harvard University. After stints at VFILES and McKinsey & Company, Lim decided to combine his interests and launched Sundae School last year.
The smokewear label creates unique, high-quality goods that combine form and function for the modern day fashion smoker (think pothead). His background as an engineer is evident in the design ethos: high-quality goods which serve both comfort and function.
More than just a streetwear label of tees and hoodies, Sundae School comments on the designer’s cultural experience in the U.S. in contrast to his Korean upbringing.
Here, Lim shared his thoughts on his emerging smokewear label for “honor rollers,” and shed light on what to expect from the label for his upcoming show – and beyond.
Can you tell us about your background and why you decided to pursue a career in fashion?
I am a designer from Seoul, Korea. I immigrated to the U.S. in pursuit of the higher education when I was 10. I am an engineer by training, and have always been fascinated by the intersection of math and design that fashion explores.
I decided to pursue a career in fashion since it is one of the most primal, natural means in which I express myself on a daily basis. Fashion is a global language, one that transcends geographical and temporal boundaries via imagination. It is truly a pleasure to be able to contribute to its omnipresent fabric.
How would you describe your brand and fashion philosophy?
Sundae School is a smokewear brand that makes comfortable, thoughtful apparel and accessories for “honor rollers.” We believe the core of high fashion lies with comfort and function. Using the highest quality fabrics and incorporating functional details into our garments, we hope to capture ethereal highs into everyday smokewear.
What sets your brand apart? What do you hope it brings to fashion?
Cannabis and fashion are inextricably linked in culture. Yet there still lies a huge stigma and stereotypes against stoners . We expect them to act, talk, and dress in a certain, dazed and confused way. However, there are infinite number of permutations in which cannabis interacts with individuals and their neurotransmission pathways. There is no one singular type of high and the classic stereotype of stoner is an outdated myth.
Sundae School exists to break these stereotypes via higher education. By designing and producing thoughtful, easy, and well-constructed garments with a hint of irreverence, we hope to further assimilate and normalize cannabis into the conversations in popular culture.
What was the inspiration behind your upcoming NYFW: Men’s show?
For Spring-Summer 2019, we tell the story 떨선비 (ddul-Sunbi), which roughly translates to weed scholar. We researched about the summer hanboks (Korean traditional clothing) and thought about functional and design elements to translate them to smokewear befitting for modern cannabists.
We also looked into works of revolutionary Korean contemporary artists for inspiration. In particular, we designed 3D cigarette pocket cargo pants to translate the dichotomy of modernity and tradition visible in Do Ho Suh’s large scale organza sculptures.
Where do you see your brand in five years? Are there any goals you hope to achieve?
We hope to be the lifestyle brand that produces high quality products for sophisticated, modern cannabists. We hope to continue delivering value to our customers with the ideal mix of comfort, design, function, and humor.
