Hudiefly, taken from the mandarin word hudie, which means butterfly, is a fashion concept founded by social entrepreneur jasmine zhou in 2012.

Founded on the belief that the world doesn’t need another generic fashion brand, Hudiefly aims to create a revolution of sort, one that hopefully inspires people to dress according to nothing but the whims of his or her soul’s desire. Hudiefly is the fashion brand under the lifestyle brand Utopiat which is an all encompassing online and physical platform offering inspirations, products and services catering to consumers that are interested in a creative and holistic lifestyle with a discerning taste for indie, vintage and hand crafted fashion and lifestyle products.

Hudiefly designs and curates for a lifestyle that is lived authentically and freely, sans the confinement of the mainstream expectation and standards. We believe in creating and living out our very own fairytales. We are travelled, artistically and intellectually curious, we up-cycle, recycle and are ethically and environmentally conscious in our sourcing and design.

The brand, in line with its umbrella lifestyle brand Utopiat’s vision, aims to support and nourish the independent creative movement and expands consumers’ perception of products that bears a true indie spirit and originality, infused with artistic, cultural and intellectual influences from all over the world.

One core feature within hudiefly is the art shmart collection, which is created to allow consumers easy access to original, soulful artwork from independent artists as the brand translates these artwork onto everyday wearable and usable fashion and home items.

Another key mission for the brand is to formulate a sustainable balance between social and capitalistic causes. We are elated to cultivate different collaborations in regions such as Bali, Jamaica, and Tibet in sourcing naturally dyed, fairly traded textile and items as part of our sourcing and design strategy, as well as micro financing based local production process. Furthermore, it is our goal as we grow to contribute at least 10% of our net profit to various social causes we feel an innate connection with.

“Think outside the box, collapse the box, and take a f$%&king sharp knife to it.” -Banksy