P-23

ORIGINS

P-23’S JOURNEY BEGAN IN THE MOST UNLIKELY OF TIMES—AMID THE GLOBAL TURMOIL OF THE PANDEMIC IN JUNE 2020. IN THE FACE OF UNCERTAINTY, FOUNDER EAZEN LEE SET OUT TO CREATE A BRAND THAT WOULD DEFY CONVENTION AND CHALLENGE THE FAST-PACED, FLEETING NATURE OF MODERN FASHION. ORIGINALLY LAUNCHED AS PIRATEPROBLEMS, THE BRAND WAS BORN FROM A REBELLIOUS SPIRIT, OFFERING BOLD, BOUNDARY-PUSHING DESIGNS THAT COMBINED URBAN EDGE WITH SOPHISTICATED CRAFTSMANSHIP. PIRATEPROBLEMS WAS A REACTION AGAINST THE ORDINARY, A BRAND MEANT TO EMBODY FREEDOM, INDIVIDUALITY, AND CREATIVE EXPRESSION.

IN MARCH 2023, A SIGNIFICANT PARTNERSHIP WITH FONG YAU WEI MARKED THE BEGINNING OF A TRANSFORMATIVE SHIFT FOR THE BRAND. THIS COLLABORATION LED TO THE REBRANDING OF PIRATEPROBLEMS TO (PROBLEMES), A MORE REFINED YET STILL AUDACIOUS VISION THAT SOUGHT TO BLEND THE TIMELESS WITH THE CONTEMPORARY. WITH THIS EVOLUTION, THE BRAND AIMED TO REDEFINE FASHION BY COMBINING CLASSIC INFLUENCES WITH MODERN INNOVATION, CREATING PIECES THAT WERE BOTH THOUGHT-PROVOKING AND FUNCTIONAL. THIS NEW IDENTITY DEEPENED THE BRAND’S COMMITMENT TO CRAFTING HIGH-QUALITY, METICULOUSLY DESIGNED CLOTHING THAT MADE A STATEMENT—CHALLENGING NORMS AND INSPIRING SELF-EXPRESSION.


EVOLUTION

IN AUGUST 2024, THE BRAND TOOK ANOTHER PIVOTAL STEP IN ITS EVOLUTION WITH A REBRAND TO P-23, SYMBOLIZING THE ALIGNMENT WITH THE 23 COMPANY, A PARTNERSHIP THAT FURTHER SOLIDIFIED THE BRAND’S LEGACY. THE NAME P-23 WAS A FUSION OF THE ORIGINAL (PROBLEMES) AND THE COMPANY’S IDENTITY, MARKING A NEW CHAPTER OF GROWTH, REFINEMENT, AND INNOVATION.

FROM ITS HUMBLE BEGINNINGS AS PIRATEPROBLEMS TO ITS CURRENT ITERATION AS P-23, THE BRAND HAS CONTINUALLY EVOLVED, BUT ITS CORE VISION HAS REMAINED STEADFAST: TO CREATE FASHION THAT SPEAKS TO THE BOLD, THE INNOVATIVE, AND THE INDIVIDUAL. P-23 IS A BRAND THAT CHALLENGES CONVENTIONS, EMBRACES CREATIVITY, AND CELEBRATES THE POWER OF PERSONAL EXPRESSION—PAVING THE WAY FOR A FUTURE WHERE FASHION IS NOT JUST ABOUT WHAT YOU WEAR, BUT WHO YOU ARE.