The ALEX S. YU customer loves to have fun, and isn't afraid of trying new things. They love colour, prints, quirky shapes, textures, and most importantly, values comfort. They are eccentric, lively, nonchalant and views life through a pair of rose tinted glasses. ALEX S. YU creates a line of contemporary men/women streets wear that is ready-to-wear with a twist of avant garde experimental attitude. He plays with proportions, colour blocking and unusual silhouettes while mixing and using different colours and fabric weights in one garment.  He often designs his own original prints or collaborates with various artists from the graphic design or visual arts field to create original prints for his collection.