Today we’d like to introduce you to Austin Moua.
Hi Austin, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Hey! It all started as a youngin’ when I was in elementary/middle school. Being Hmong, a person of color, you have cuisines to cultural apparel that you’re embarrassed of bringing/wearing to school. Whether it be for lunch or your school’s annual cultural events. Thoughts from “they’re going to think I’m weird” to “I’m not wearing that because it’s just too extra.”
Definitely to each their own but I feel as if during grade school, you’re shown that to “fit in” you have to act or dress a certain way in which you’ve never really been your true self. Unfortunately, it’s what goes through lots of kids’ minds in grade school growing up. But that’s not just grade school, that’s even in real world nowadays. You’re only lying to yourself to please others so once you slowly reveal the true you, you seem like you’ve “changed” but in reality, you changed for them, not for you.
But why not be yourself? Is it because you’ll be judged? After gaining some confidence, I say to praise what you preach and be proud of what you are and where you came from. Remember your roots. Not saying you have to represent it loudly, but at least proudly.
Now seeing my peers and the younger Hmong generation being proud of their roots but still too embarrassed to represent their roots in public due to it being too loud and flashy, the thoughts of being judged are definitely there. Being in that position once before, I’ve always wanted to start an apparel brand since grade school, that being the sole purpose.
Shortly after obtaining a Graphic Design degree in 2018, I was motivated to start my apparel brand. But kept putting it off because of all the “what ifs” that go through your head. After a few years, seeing what the pandemic can do, I just decided to take that leap and gathered the courage to get the gears going.
Having sketches to drafts already in the archives, it was only a matter of getting models, sourcing fabrics, samples, and the list goes on haha. After several months of attentive work, the official launch dates and such were set. Having camera experience and a design background already, I was able to do everything myself from model shoots to apparel layouts and socials. It’s more of a personal mindset as in if faults happen, I’d want to take the fall myself and not put others in distress.
Being a one-man band, my mission isn’t to make money off of my apparel. It’s more of seeing the younger Hmong generation be proud and not ashamed to rep their roots. It makes my day, even week when I’m out and about seeing people wearing YEYE Apparel merch. Just knowing that they can proudly and comfortably rep their roots in public, just sits right with me. And this doesn’t go out to just the Hmong culture, but to all cultures. I hope to inspire others to remember their roots and not be ashamed to do so. From the strange cuisines to the loud fashion, if you don’t see a style you’d wear but want to rep it, act on it. Start the movement and let’s take action.
With that being said, a Hmong inspired modern apparel brand was created.
Meaning behind the name and logo.
As a youngin’, the phrase “YEYE” has always been heard and said as it’s short/slang for yeah and understanding/accepting something. I took some inspiration from the Hmong snail(qab qwj) symbol which represents family. If you know me, you’d know that family is a core foundation in my life. I connected the two snails by a coil, and the double coil represents the union of two families. By turning the snails sideways, an eight is created. Eight in Hmong is pronounced as “Yim”(yee), thus creating an eighty-eight.
YEYE.
Accepting you all with open arms as we become one family, let’s all remind one another to Praise What We Preach & Remember Our Roots.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like most, everyone has had their own trials and tribulations to shape them and their brand to what they are today. But some struggles I’ve come across are from sourcing to drop date setbacks.
My main struggle was working with several suppliers. As dates aren’t set and stone, setbacks from inventory and incorrect orders to delivery complications led to drop date setbacks.
Overall, you can only learn from your mistakes as you have to take the Ls not just as losses, but as lessons.
Appreciate you sharing that. What else should we know about what you do?
Currently working a 9-5 in the healthcare field, hoping to possibly do the brand full-time in the future. Definitely, I’m hoping to pursue more into the design field, possibly into UI or UX to expand my tools and possibly do more collaborations to build relationships with other brands. More so to help one another grow and spread our messages behind our brands.
One love.
Is there a quality that you most attribute to your success?
I’m working on the brand on the side and so any time I can get, I make use of it. Everyone’s given twenty-four hours a day and what you do with those twenty-four is in your hands. Putting things off are an excuse so I’m putting in hours now, hoping to possibly do it fulltime in the future, Whether or not it happens, I’d want to look back it this down the road, saying “I did that” rather than “I could’ve would’ve” or “I wish this I wish that.”
So, what I’d say I’m proud of is my determination. Once a path is set, it’s the vision.
Contact Info:
- Email: [email protected]
- Instagram: https://www.instagram.com/yeyeapparel/
- Facebook: https://www.facebook.com/YEYEapparel
Image Credits
Austin Moua
