ALEX S. YU debuted at Vancouver Fashion Week on September 17, 2014. The tenth anniversary show will take place on October 22, 2024, marking exactly 3,688 days since the brand’s debut.

The Prologue 3688 introduces a reimagined universe for the ALEX S. YU brand. ALEX S. YU creates contemporary womenswear for the everydaydreamer. The brand is divided into two distinct lines: Everyday and Daydreamer.

The Everyday line is designed for ease and versatility, featuring fabrics such as washed cotton, nylon, denim, and double-knit jerseys. This collection is tailored for the contemporary woman, emphasizing comfort, detailed craftsmanship, and a refined colour palette. It seamlessly integrates into any wardrobe, offering practical yet stylish options for daily wear.

In contrast, the Daydreamer line embodies the quintessential ALEX S. YU aesthetic, characterized by voluminous shapes, unique textures, and an ethereal colour palette. This collection showcases delicate and imaginative fabrics, including tulle, textured jacquard, and custom-designed digital prints. It is crafted for those seeking to infuse their daily lives with a sense of fantasy and enchantment.

The inspiration behind The Prologue 3688 draws from Alex's psychedelic daydreams and his beloved tale - Alice in Wonderland, exploring its vibrant universe. Alex revisited childhood photographs, toys, and archived sketches, drawing inspiration from every detail. The Prologue 3688 not only marks a decade of the ALEX S. YU brand but also serves as a prelude to future creative endeavours.

The Prologue 3688 is dedicated to the boy who loves to daydream.