Origin Story

You’ll notice that every UUu piece carries a red, stamp-like seal of the Chinese character 吴 (“Wu”), my family name. It comes from the names my parents gave my brother and me, which together form a pun on 无忧无虑 (carefree, without worry).

My mom likes to joke that putting 吴 on my clothing is like a schoolkid scribbling their name on their backpack. But I think that's the point, because it captures the same carefree energy kids have before they start worrying about what’s “cool” or what people expect of them.

UUu is about reclaiming that feeling. It's a reminder to carry yourself without the weight of other people’s expectations and to move through the world unapologetically yourself. Carefree, and without worry.

P.S. Wu spelled out is “double-U, u” = UUu.