It started in early 2012, over lunch at some faux French cafe in Hong Kong, with an idea of bringing together designers with a visionary approach, blending goodwill with aesthetics. We were fed up with the dirty business of fashion, the environmental degradation caused by the industry and the lack of respect towards people who make our clothes. United by the desire to find truly sustainable fashion that did good and looked good, we embarked on a 'let's see what's out there' designer search mission. Amazed and inspired by what we had found, we decided to bring them all under one platform and so A Boy Named Sue was born.
Our goal is simple to show that ethics and aesthetics are not mutually exclusive. We call it 'cool clothes with a conscience'.
Sam a lifestyle blogger and a food & set stylist, was brought up in Canada and graduated from Parsons NY with a degree in Fashion and Sustainable design. After coming back form North America, to Hong Kong, Sam worked as a fashion analyst at an online retailer before starting 'A Boy Named Sue'.
Tania Reinert-Shchelkanovtseva, a zealous traveller and lover of all things outdoors, was born in Moscow, brought up in Spain, studied in the UK and settled in Hong Kong. Tania graduated from the London School of Economics and Political Science and worked in finance for 6 years. Tania has always been interested in fashion, but was hesitant about the leaving her career. After moving to Hong Kong and witnessing the levels of pollution, lack of recycling and addiction to cheap fashion, coupled with the lack of green of policies from the government, she realized that it was time to find a solution and offer more sustainable fashion choices to the consumer. She founded the pioneering online eco - boutique A Boy Named Sue with her partner Sam in 2012. She now dedicates her full time to ‘A Boy Named Sue’.
"What moves those of genius, what inspires their work is not new ideas, but their obsession with the idea that what has already been said is still not enough."