Seoul-to-montana designer trades instagram fame for a new brand identity
From viral olive oil angels to meticulously crafted vintage-inspired collections, Suea’s rise has been as surreal as her creations. But the influencer life, she admits, proved exhausting.
A shift from digital to denim: introducing memory nyc
The Korean American creative director, once known for her Instagram-fueled culinary artistry and travel diaries, is now launching Memory NYC, a womenswear brand rooted in her lifelong obsession with vintage fashion. It’s a move away from the relentless cycle of online validation and towards a more tangible, enduring vision.
Suea’s journey began in Seoul, fueled by a teenage love affair with Abercrombie & Fitch after church. That initial spark ignited a career in fashion, culminating in roles at Opening Ceremony and Instagram, where she pioneered a new style of food content. Yet, the constant pressure to curate a perfect aesthetic took its toll.
The 'why' behind the brand
“I have a horrible memory, but I always remember what I was wearing,” she explains, revealing the inspiration behind Memory NYC’s name. The brand’s debut capsule – pastel tees, boy shorts, and elegant skirts – is a love letter to the decades of vintage clothing she’s collected on her global travels. It’s a deliberate antidote to the fast-fashion landscape, prioritizing quality and longevity.
“It’s crazy—clothes used to be made so well, and now fast fashion has taken over,” she says. “I don’t personally shop fast fashion, but I wanted to make things that I hope will last, and at a sharp price point.” The collection draws heavily from antique British and French styles, meticulously sourced and paying homage to the intricate detailing and superior craftsmanship of bygone eras.
Beyond the aesthetics: a personal story
The design also incorporates elements from Korean deadstock underwear, a nod to her roots. Beyond the fabric itself, Suea hopes to create a brand that embodies comfort and confidence—a sentiment reflected in the refusal to include miniskirts in the initial collection. “I’m 32, and I’m not the girl I was when I was 22,” she states simply. “I don’t wear miniskirts anymore, which is why there are none in the collection. I’m trying to find that balance of cute but also still sophisticated.”
The brand's debut will be hosted at Isabella Burley’s Climax Books in New York, featuring limited-edition vinyl bags inspired by Scoop NYC’s iconic 2000s merch – a subtle reference to her pioneering influencer days. Suea’s ultimate ambition? “My dream is for people to know the brand one day, and to never have heard of me.” Currently, production is slated to move to New York this fall, with plans to expand her inspiration to the fabric markets of India and Mexico—a testament to her enduring passion for discovery.