When Seoul-born siblings Dae and Cindy Lim founded New York-based smokewear, cannabis and lifestyle brand Sundae School in 2017 (aptly on 420), they wanted to rebel against the negative ‘tiger’ parent stereotype that Asian communities are brought up in strict households. “High achieving, in all senses,” laughs Dae Lim. “It’s about giving people the space to break outside that norm.”

Split between Sundae School, a comfy smokewear clothing boutique “that feels like a hug,” and Sundae Flowers, which sells mochis – aka microdosed tapioca-based THC gummies – the brand simply aims to remind people to take it easy. “We wanted to convey with our clothes what we feel when we take our gummies and vice versa,” Lim adds.

While both brands sit on separate websites and social pages, when bridging Sundae School and Sundae Flowers, he says they tend to do two shoots a year that “showcase both brands as a holistic lifestyle,” sandwiched between campaigns more focused on product photography.