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Sundae School: The Streetwear Seminary That’s Breaking Rules and Building a Community
At Sundae School, there are no strict rules or set curriculum. This streetwear institution, founded by Dae Lim, embraces a rebellious attitude and encourages its community to take a break from the hustle culture that dominates modern society. Lim explains, “We want to give everyone the warm hug they deserve and remind them that they deserve to relax.”
From clothing to edibles, Sundae School incorporates Korean and NYC culture to drive its message home. After seven years of perfecting its mission, the brand has created a high-quality blend of “tradition and rebellion.” This mix aims to break cultural stigmas surrounding certain forms of “recreation” while still honoring the heritage of its founder’s ancestors. Lim says, “We’re breaking some of the rules that our ancestors set up for us, but that’s part of the process. You have to break in order to rebuild.”
This philosophy is evident in the brand’s latest collection, “Resilience,” for Fall/Winter 2024. With the help of first-generation Korean-American creative director Audrey Bark, Lim has used his experiences to create a striking collection that includes a revival of the label’s “smokewear” garments – known as “the uniform for recreation.” This includes a reimagined version of the Korean hanbok, a traditional garment dating back to 57 BC. Lim explains, “The hanbok has to be layered a certain way, the draping has to be very particular and it doesn’t have any pockets. Girl, it’s 2024. We need pockets.” In response, the brand has added pockets and adjustable brimming to the piece.
Another standout piece from the collection is the Dancheong Fleece, inspired by ancient temple murals. This piece has been a consistent best-seller since 2017 and has been reimagined for the “Resilience” release. Lim reflects on the brand’s journey, saying, “When we started out, a lot of people didn’t understand what we were doing; a group of Asian-Americans creating smokewear garments was a silly concept. We just went for it and said ‘F*ck it. We’re doing it and we’re doing it our way.'”
Sundae School has recently expanded beyond its U.S. and Korea pop-ups, with its first international pop-up in London. Lim says, “It’s so rewarding. I started this brand in Korea almost seven years ago and it’s all coming full circle – like, Audrey was our first intern in 2019 and she’s now creative-directing our campaigns. To see the evolution of our community internally, externally and internationally is special too. As you said, we’ve only done pop-ups in Korea and the U.S. until now, but outside of those two ‘Motherlands,’ we actually have the most customers in London. Why?”
