Selection: The strategic lifeline of local fashion brands

In this discussion, stylist and NE.SENSE manager Michael B. Hsieh reflected on how his sense of “absolute aesthetics” was shaped and refined through his work in the fashion industry. He also shared how family background, local awareness, and personal interests have intersected to form an extraordinary creative universe—one that has made a powerful impact on the consumer market through branding.

In 2013, NE.SENSE debuted as a select shop, introducing a new sensibility to Taiwan’s high-end street fashion. With “Forward is Nice” as its core philosophy, the brand employs innovative visual strategies to interpret the abstract notion of “avant-garde.”

In 2020, following years of international research and exploration, the core team launched a new clothing label, NAMESAKE. Departing from its previous mysterious and low-profile image, the brand has taken on greater conceptual depth through themes such as “ocean,” “sports,” and “agriculture,” each evoking rich narratives and meaning. Despite launching amid the pandemic, NAMESAKE achieved notable success, securing placement in several top-tier international department stores. Michael and his two brothers—none of whom have formal training in fashion—now work together to carry forward their father’s legacy and expand the NE.SENSE vision.