ASKYURSELF, a contemporary streetwear brand founded in 2012, has carved a niche for itself by blending classic simplicity with a grungy vintage aesthetic. The brand’s clothing line caters to a modern audience, offering styles that are both edgy and customizable to suit individual preferences without compromising its unique identity. ASKYURSELF’s evolution reflects its commitment to staying relevant and innovative in the fashion landscape.
Chris Neu, the Founder and Creative Director of ASKYURSELF, shared insights into his design journey and the brand’s ethos. Neu, born and raised in Germany, transitioned into designing after a basketball injury altered his career trajectory. Drawing inspiration from his experiences as an athlete and a buyer, Neu ventured into creating his own brand, driven by a desire to translate his vision into tangible fashion pieces.
For Neu, ASKYURSELF represents a fusion of classic minimalism with nostalgic references from the 90s and early 00s, constantly evolving to meet the ever-changing demands of the fashion industry. The brand’s core values revolve around self-expression, continuous reflection, and improvement, with each collection embodying a quest for perfection and self-affirmation.
The brand’s name, ASKYURSELF, symbolizes self-discovery and individuality, with an inverted ‘Y’ signifying a unique and consistent identity. Neu emphasizes the importance of questioning oneself as a catalyst for personal growth, reflecting the brand’s philosophy of self-exploration and progression.
Over the years, ASKYURSELF has expanded its product range and enhanced its quality, thanks to collaborations and support from industry insiders and influencers. Neu envisions the brand’s future to include accessories beyond fashion, such as espresso cups, sunglasses, and collectible art, signaling a broader creative horizon for ASKYURSELF.
Social media has played a pivotal role in ASKYURSELF’s journey, facilitating faster brand visibility and connecting with the right audience. While drawing inspiration from social media trends, Neu emphasizes that the brand’s vision remains independent of external influences, focusing on self-expression and authenticity.
Neu finds inspiration in cultural icons like Travis Barker, Pharrell, and 90s music, shaping ASKYURSELF’s aesthetic and brand narrative. His advice to aspiring designers underscores the challenges and dedication required to succeed in the fashion industry, emphasizing the need for perseverance and a strong work ethic.
Looking ahead, ASKYURSELF aims to further diversify its product offerings, enhance customer experience, and prioritize sustainability in its operations. The brand’s evolution over the next five years will focus on delivering unique, high-quality pieces that resonate with its loyal customer base and uphold its core values of creativity and innovation.
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