Yihua (Rita) Yu, Yian Lee, Ki Yeon (William) Kim

Trigger is an American unisex clothing brand founded by Yian Lee, Ki Yeon (William) Kim and Yihua (Rita) Yu, based in New York City. Our brand caters to youth artists and is designed to provide garments that represent this cultural movement. Through this high-street fashion brand, we are attempting to redefine streetwear and lead the industry in this new category. We combine technology with our garments to create a brand that represents functionality, technology and style. Supporting every category of the arts and youth artists, Trigger is aimed at providing a platform on which youth artists can share, collaborate and create freely.