Very Asian launches a second capsule collection with WE ARE CHIMMI
WE ARE CHIMMI, a socially driven accessories brand that donates a portion of profits to causes that support immigrants and marginalized communities, and Very Asian, Inc., a leading purpose-led media company that amplifies Asian news, people, and businesses, have just launched a second Capsule Collection.
This collection is about more than style -- it's a tribute to our parents, our families, and our distinct cultures. In a world that too often tries to silence or erase immigrant stories, our collection is our megaphone. Join us in wearing our pieces as a declaration: our heritage is to be celebrated, not diminished.
We've expanded our capsule collection to include two new colors of socks for a total of five colors. Three of the skus feature embroideries of WE ARE CHIMMI’s globe icon and two of these skus feature Very Asian, Inc.’s branded emoji, inspired by Very Asian, Inc. founder Wei Tsay’s childhood. The remaining two skus feature a “Children of Immigrants” jacquard. We've also added a limited-edition Very Asian x WE ARE CHIMMI Oversized Sweatshirt in our core oversized, drop shoulder fit and in Very Asian, Inc.'s signature Jade Green colorway. All these items are available for purchase now at WeAreChimmi.com.
Our campaign video highlights the collaboration with interviews with four individuals who are all making an impact in their communities: George Hirose, Tina Snow Le, Caitlin Valentin, and Kyle Lui. Each person tells their stories of past and present experiences as Asian Americans and children of immigrants, their families' journeys to the US, and messages trauma and healing.
This collaboration will also benefit United We Dream as 10% of profits from sales from the capsule collection will be donated to the organization. United We Dream, the largest immigrant youth-led organization in the US, organizes and advocates for the dignity and fair treatment of immigrant youth and families.
Click here to shop the #VeryAsianxCHIMMI capsule collection.
Campaign Credits:
Director and Editor: Sasha Rodionov
Producers: Hoa Huynh, Wei Tsay
Featuring: George Hirose, Tina Snow Le, Caitlin Valentin, and Kyle Lui
