Brand, Apparel, Editorial, in collab with Kevin Chao

What started as a passion project between two friends turned into a humor-driven streetwear brand that garnered IYKYK status. Inspired by the negative connotations of MSG (and racist undertones), this project was a way to reclaim and uplift Asian culture through graphically-inspired apparel.

Along with continuous collections of streetwear apparel that included hoodies, t-shirts, hats, socks, knit sweaters and skateboards, MSG also reached out to notable creatives in the Asian community for interviews, encompassing a community aspect for the brand with an editorial section on our website.

Logo Conception

The first MSG logos were inspired by stickers and labels associated with low quality or unhealthy asian goods. A loose brand-system was then built around it with the intention to evolve and distill new assets from clothing designs.

Web & Editorial
Alongside a webstore featuring limited edition items, we created an editorial section on the MSG site featuring conversations with notable Asian creatives like Miho Hatori, Bao Ngo and Sen Morimoto.

Location and Studio Shoots
Naturally, clothes need to be seen on models. We put together a crew, scouted locations, designed sets, produced and post-produced multiple photoshoots featuring vibrant spots in Chinatown and fired on all cylinders making backgrounds for studio setups.
Camera work done by the talented Amanda Pham.

Creative Direction, Design, Production: Kenneth Lian, Kevin Chao
Photography: Amanda Pham
Production: Caroline Park
HMU: Mayuu Hayashi, Aya Iwakami
Models: Kenny Batu, Mongchi Chio, Chaiun Oh, Min Choi, Andrew Teoh, Haluhi Kato, Sophia Gutierrez, Ashley Tong, Mike Villegas, David Lee, Steph Lau, Sean Oh

MSG on Animal Crossing