Sundae School Releases Summer ‘23 Collection Inspired by the Self-Discovery of Youthful Rebellion

Korean inspired streetwear label Sundae School has released their Summer ‘23 collection, titled After School Kids, which pays homage to the founders’ carefree escapades during their adolescence in Seoul. Full of summer essentials, the collection’s range of camp-collar shirts and breezy shorts offers effortlessly cool comfort that goes from study sessions to smoke breaks.

As Korean high schoolers, sibling duo Dae and Cindy Lim faced intense academic pressure, often devoting 14 hours a day to studying. Amidst this relentless stress, small acts of defiance, like skipping school with friends, liberated them from the mundane fatigue as they embraced the vibrant youth culture found on Seoul’s streets. Their latest collection draws inspiration from both traditional Korean culture and contemporary pop culture, an international exchange of influence that lies at the heart of Sundae School’s style.

Playful juxtapositions of various textiles and prints elevate these relaxed staples with unconventional design and materials. The Seoul Sunrise print, created using custom crochet fabric, reimagines ‘일월오봉도’ (il wol oh bong do), a royal painting portraying the sun, moon, and five peaks of the mountains in watercolor, embellished with elements like a smoking tiger. Likewise, the Camo Sex on the Beach print reinterprets a popular Choonhwa (traditional pornography) painter Kim Heung Do’s “Underneath the Moon,” featuring a human camo pattern with intimate details concealed by cannabis leaves. The Vices print, another notable addition, showcases illustrations of half-eaten pizzas, ashtrays, and soju bottles.

The collection’s lookbook, captured by Korean photographer Gang Dong Woo, transports viewers to a hot summer day in Seoul, where a group of friends escape their summer school classes in an act of youthful rebellion. From the rooftops of Hakwons (private learning institutions) to a bar in Apgujeong, these locales are a respite from the immense pressures of academic life. Featuring models from diverse backgrounds, the lookbook also represents Korea’s rapidly expanding multicultural youth population. The scenes, inspired by the experiences of art director Audrey Bark, convey the creativity and exhilaration that flourish outside of the confines of the classroom.

For the Lim siblings, true self-discovery was only possible when they dared to defy conventions. But as pressure makes diamonds, the collection is dedicated to their parents, who afforded them opportunities to succeed, along with the friends and city that preserved their sanity among the chaos.

The Summer ‘23 collection, which ranges from $65 to $290 USD, is available on Sundae School.