5 niche asian fashion brands to know this summer 

For the latest installment of our Hidden Route series, we sat down with singer-songwriter and fashion designer Jamiez Zhang to unpack her personal wardrobe philosophy and inspect the standout pieces currently on her radar. When asked about her enviable summer rotation, Cheung highlighted a handpicked selection of rising indie labels across East and Southeast Asia that are quietly redefining modern street style. Here are the five niche Asian fashion brands you need to know this season

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Bunny Hill, Vietnam 

Picture: Instagram @bunnyhillconcept

Rapidly making a name for itself as one of Vietnam’s most exciting fashion exports, Bunny Hill offers a captivating blend of clean tailoring and sweet yet edgy design accents. Known for its signature oversized balloon trousers, the brand skillfully merges French elegance with modern Korean-inspired streetwear silhouettes. The resulting collections deliver a confident, youthful wardrobe tailored for contemporary women seeking a balance of structure and fluidity. 

Ghostboy, Malaysia 

Picture: Instagram @ghostboy.club

Established in Kuala Lumpur in 2020 by design duo David Han and Cyii Cheng, Ghostboy is a rebellious label rooted in the energy of youth culture. Driven by a desire to subvert conventional style norms, the brand creates statement pieces for those who regard the irregular as their regular. Featuring bold Y2k-inspired asymmetrical cuts, striking graphic prints, eyelet details, and string-wrapped silhouettes, Ghostboy captures an uncompromising spirit of individuality. 

Just Haus, South Korea 

Picture: Instagram @just.haus

Just Haus, a contemporary brand centered on minimalism, comfort, and unforced self-expression. Rejecting fleeting micro-trends in favor of timeless flexibility, the label focuses on relaxed, empowering silhouettes that allow wearers to curate their own personal aesthetic. Through versatile daily essentials and clean tailoring, Just Haus delivers a understated yet elevated approach to everyday dressing. 

Nuuanu, South Korea 

Picture: Instagram @nuuanu_official

Emerging from Seoul’s vibrant design landscape, Nuuanu creates romantic, travel-inspired garments designed to evoke the thrill of exploration. Inspired by lighthearted footsteps in unfamiliar places and the joy of spontaneous journeys, the label’s aesthetic focuses on airy, casual, and feminine pieces crafted from weightless fabrics. From breezy skirts to delicate graphic tees, Nuuanu offers the ultimate wardrobe for effortless warm-weather dressing. 

Who’s who gallery, Japan 

Picture: Instagram @whoswhogallery__

Originating from Japan’s dynamic street-fashion scene, Who’s who gallery operates as both a contemporary label and a curated select shop. The brand’s overarching design ethos, described by its creators as "Exciting & Relax," seamlessly bridges the gap between casual streetwear and forward-thinking modern trends. Built upon four key pillars, eighties retro culture, classic uniform tailoring, American casualwear, and European sensibilities, the label delivers versatile unisex apparel designed for an effortless, creative everyday look. 

Also see: 5 Korean It-girl brands to recreate NewJeans’ style