Shawn Yue founded his personal brand COMMON SENSE (CMSS) in 2010, focusing on a collaboration-based approach with brands like Neighborhood, A Bathing Ape and New Balance. Receiving a sound response, and developing a following for his projects he was given a style column in Asian youth culture magazine East Touch.

In 2014, Shawn developed a brand new independent label called MADNESS (MDNS). In comparison with CMSS, which mainly focuses on limited edition collaborative projects, MADNESS is a platform to let Shawn to share his personal fashion and lifestyle preferences. Each collection spans over a broad range of items, everything from jackets to accessories, inspired by Shawn's interest in military and mountaineering gear, combined with his consistency for minimalism, meticulous details and quality materials.

With only one flagship store in Beijing, China opened last year, Shawn has no plans to expand the brand further than it has to, choosing to focus on building a strong foundation in the quality of his products than opening more stores.

To introduce the brand into SUPPLY, we asked Shawn a few questions about MADNESS...

 

What is MADNESS?

It is a nature that every creator should have.

 

Why did you decide to start MADNESS?

I wanted to create a culture.

 

 

You had a brand before MADNESS called COMMON SENSE, are they complementary? Or is one the continuation of the other?

No, they are 2 independent labels. While COMMON SENSE is a creative unit and MADNESS is a clothing brand.

 

Do you have plans of bringing both brands together?

No plan at this moment.

 

 

What are your influences when you are designing for a new range?

Daily life.

 

For the MADNESS 2016 lookbook, you went to Tasmania, Australia to shoot the fall/winter range. What attracted you to Tasmania?

Mainly because of the climate here and the unpolluted natural environment.

 

 

MADNESS doesn't have many stockists outside of your flagship and online store, do you have any plans of expanding in the future?

We want to establish everything well, before going further.

 

How do you balance your career as an actor with that of being a creative for MADNESS?

I spend 99% of my personal time on MADNESS.

 

 

You have worked closely with NEIGHBORHOOD, Descendant and WTAPS in the past, what kind of relationship do you have with them?

I was their fan when I was young, and we are friends and alliance now.

 

What is the process when you are working with Shin or Tet ?

Usually everything begins in a very casual way, maybe just a text message and then we can get it done in a few months.  But of course, our team will communicate with them frequently during the production process.

 

 

Has your perspective on designing changed since you started?

Yes, I learnt a lot since I started MADNESS. Especially the balance between personal and commercial aspect.

 

What are the plans for MADNESS in the future?

We are not in a hurry to open a lot of stores in the future.  We wish to give more time to improve our design and quality and develop step by step.

 

 

 

 

MADNESS will be available instore only on Saturday 15th April, 11:00AM AEST.

 

Photos: MADNESS