BRAND CONCEPT ｜ LOGO & LABEL

Brand Identity

Aqua Lixun Su is an eponymous brand centered on the structural logic of knitwear.

Since our debut, we have envisioned 'INFINITE AQUALAND'—a futurist realm where the infinity symbol meets multidimensional 3D knitwear. Merging interstellar mythology with gender-fluid elegance, we explore the boundless dialogue between body and garment. AQUALAND is an invitation to embrace your unique self, awakening humanity through wearable transcendence and forging a bond of cosmic unity.

The Logo: The visual identity draws from the fundamental unit of knitting: the loop. By identifying the letter "u" as the typographic equivalent of a stitch, the logo connects each "u" within the brand name to mimic a continuous knitted fabric. This reinforces the brand’s core identity as a knitwear-focused label.

The Labeling System: The sizing logic is derived from the knitting machine’s needle bed, functioning like a mathematical axis:

  • 0 (Origin): Represents the base size (S).

  • -1 (Minus one needle): Represents a smaller size (XS), symbolizing the reduction of a single stitch.

  • 1 (Plus one needle): Represents a larger size (M), symbolizing the addition of a stitch.

This numerical approach replaces traditional sizing with a systematic reflection of the garment’s technical construction.

PRESS

Our designs have been featured in leading global publications, including VOGUE, ELLE, GQ, Numéro, i-D, Marie Claire, NYLON, Rolling Stone, GRAZIA, SO-EN, KING KONG, NARCISSE, THE LATERALS, non·no, CUT, HERSTYLE, VI/NYL, Ginza, ViVi, VoCE, bis, Sweet, Vanity Teen, JELLY, 60Magazine, ar, Ray, PECHE, smart, and Zipper.

Concurrently, our garments have been selected for the performative and editorial styling of prominent international cultural figures and collectives, including Aespa, Zara Larsson, Katseye, LE SSERAFIM, XG, I-DLE, ME:I, IS:SUE, Kep1er, Nogizaka46, Fruits Zipper, Shioli Kutsuna, Ano, Kiko Mizuhara, Yuka Mizuhara, Riisa Naka, Aina The End, Kanako Momota, Miku Tanaka, Yena Choi, Bai Lu, Li Shaminzi, Chai Biyun, Xu Yiyang, Lin Boyang, Jiang Peiyao, Utaha, Lu Jingshan, Yi Mengling, Lin Xiaozhai, HANA, Nao Yoshioka, Lu Yuxiao, Lin Mo, Maxence Danet-Fauvel, Ikelilee, MYERA, Umi, Zhao Zhaoyi, NAME, Zhang Yishang, Xilinnayi Gao, Ayaka Konno, Haruka Kudo, onefive, CENT CHiHiRO CHiTTiii, Jin Jing, Chen Zhuoxuan, R.E.D, UA, and Anna Yamada.