Kyrie and Asia Irving on Bringing Their ‘Mind Less’ Fashion Brand to Life
Kyrie and Asia Irving are taking a mindful and slower approach with their new joint project.
The Dallas Mavericks point guard and the stylist, respectively, have been working on the soft launch of their fashion label, Mind Less, for several months now, and are gearing up for their second capsule collection drop in late May.
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The brother-sister duo established Mind Less with a focus on “meditation, clarity, balance and a holistic approach to how you stay intentional as a human being,” according to the NBA player.
“When you think about Mind Less itself, the name just speaks to that mental and spiritual clarity and how we want to build on that community,” Kyrie Irving said. “It can be done in many different ways and different mediums, and I feel like fashion — the artistry and those who have come before us and engaged in large-scale projects, generational shifts and paradigms — have kind of done it their own way. We mirrored that same philosophy of constantly wanting to improve ourselves. And the Mind Less state is something we want for the people who are on this journey with us.”
Mind Less’ design codes are anchored in functionality and are meant to “really work within your lifestyle,” according to Asia Irving. Key styles from the first collection are a kimono-inspired jacket and sarong trousers, which Kyrie Irving noted as his favorite pieces.
“It’s a little unconventional and distinctive,” Asia Irving said about the brand’s aesthetic. “I think it’s simplistic, but there’s a lot of functionality. We definitely create pieces that work with your daily lifestyle — they’re very transitional pieces from your day to night, season to season. I think that attire really reflects our inner peace and humility.”
The brand’s second collection, called “Views,” introduces more knitwear styles and new takes on the brand’s kimono, including one in a pinstripe pattern, as well as draped pieces. The capsule, along with the brand’s first collection, will be available on the Mind Less website.
The Irving siblings explained they’ve taken inspiration from their respective backgrounds and international travels for the brand. Kyrie Irving, for one, said he leveraged the perseverance and demanding nature of playing for the NBA for the line.
“I’m usually on the go,” Kyrie Irving said. “I’m in different arenas and different platforms — I have the ability to kind of shape my own self and style just by the way I incorporate my clothing into what I do every single day.”
He also explained there’s “synchronicity” between how he approaches Mind Less and playing in the NBA when it comes to making decisions. He stated he leans into collaboration on both fronts by “keeping great creators and experts of the craft around me for mentorship.”
This is Kyrie Irving’s latest initiative in the fashion world during his NBA career. The basketball player is currently partnering with Chinese sports brand Anta on a signature sneaker, called the Anta Kai 1. The partnership came after Irving’s Nike contract was terminated in late 2022 after the player posted a link on Twitter to an antisemitic film. Irving later apologized for the post.
Going forward, the Irving siblings plan to continue dropping capsule collections and developing a global community of like-minded individuals.
“It’s not about just the revenue or the profit or the industry rules, it’s more or less us being authentic and welcoming in all walks of life while also respecting that we can use these artistic mediums to bring in more of us to speak on that message and broadcast that to the world,” Kyrie Irving said about the brand’s mission. “This is a globalized world, and it is very beautiful when we live it in harmony. I think we need more of our younger and older generational leaders to speak on these values.”
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