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Founded in 2015, SIDEEFFECT is committed to exploring both commonality and individuality within retro and futuristic aesthetics. Utilizing unconventional design, the brand creates a unique and personalized aesthetic experience.

When it was founded, the SIDEEFFECT brand name was actually a backup choice (all the other first-choice picks were already registered). However, this happy accident ended up inspiring the tone for the brand and its off-the-beaten-path style.

Even in this rapidly changing fashion industry, SIDEEFFECT's work shows little evidence of the industry rat race, instead remaining a calm, neutral observer.

Digital code, metal, and gender fluidity are the key design concepts. Combining natural landscapes, industrial cities, and futurism, SIDEEFFECT explores the interplay of clothing and non-clothing elements, and makes them all work together like a well-oiled machine.

The brand loves subverting our expectations of daily accessories with a sardonic point of view. Using industrial products like plastics, buckles, and chips, SIDEEFFECT re-examines modern, industrialized life.

Most fashion designers tend to "only take a ladle" of such material, but SIDEEFFECT is really into this type of creation, finding its own living space in the gray area between fashion and function.

Obedience and order in digital, capitalist life are values that SIDEEFEECT frequently reflects upon in their work. The effect is a mysterious yet familiar cyberpunk product.

The brand dabbles across multiple disciplines in design and production, shuttling between the past and the future. For the artists behind this brand, the seemingly bizarre way in which unrelated parts come together in every day life is a constant source of inspiration for design concepts.

The duck-tongue-shaped buttons on their bags are common in old wooden boxes, but have an interesting effect when juxtaposed with acrylic material.

The "solid-state drive" metal pendant necklace, inspired by its creator's computer repair job, has a sense of order in its careful arrangement of circuitry. All these familiar objects hold just as much value to SIDEEFFECT artists as so-called "high art".

In the fashion industry, it seems that everyone wants to be someone else, but SIDEEFFECT is always a calm thinker, delivering a careful perspective to its audience.

Overall, the brand's core mission is to explore new norms in clothing, and leave room for the interpretation of the wearer.