Plumeria

Plumeria is a brand from Wei-Yao (Cactus) Hsu that crystalises memory in objects and images. The name of the brand comes from the flower Frangipani and from the idea of homecoming. The visual language derives from Taiwanese memory and everyday textures, the palette is white, yellow and soft orange. Each release is small, intentional and craft-based.

Approach

Human connection is at the base of the work, closely collaborating with local makers and small workshop fabricators from materials sourcing and sampling through to finishing, and in discussing with customers how the pieces can live amongst us. Labels are in lead typeface, the shoes are made in Taiwan, and the simple printed matter discusses the work with clarity. Plumeria seeks to present the Taiwan market with sharper choices within mid-tier by allowing every release honest material transparency and soft shapes, and then supporting within each campaign image, type and soft sales moments surrounding the retailing of the work, the launch.

Role, time, place

Founding partner and creative director, 2023 – present, Taipei and New York.

Outcome

Plumeria is developing as a slow intimate practice linking on crafts to daily use. The releases are personal and sharable, and the community is built one conversation at a time, connecting makers to wearers through care, memory and design.