New Arrivals

I’m YITAI, and I design every piece you see here.

I started this journey back in 2016, when I was still a senior in high school. I knew nothing about the fashion world, but something about creating clothes — real, expressive, wearable pieces — pulled me in. I still remember walking through Downtown LA in the summer heat, carrying rolls of fabric for my first production run. That moment of hope, ambition, and creative freedom still lives in everything I make today.

I’m currently based in Pasadena, California, where I work as a one-person studio — sketching, sourcing, designing, and overseeing every detail myself. Every collection is a reflection of what I love: artful clothing that blends storytelling with craftsmanship. Whether it’s a landscape embroidered into a sweater or a poetic motif stitched into fleece, each piece is made to spark emotion, conversation, and connection.

I don’t follow trends. I focus on quality, intention, and individuality. Everything is released in small batches or made to order — not sitting in a warehouse, not overproduced. Just honest work, made with care.

Thanks for being here and supporting the vision.