The label "Alfred Sung" expanded its range again to carry furs, luggage, leather goods, and a home collection. Following a smashing success, other perfumes followed, such as "Shi Alfred Sung" (2001), "Alfred Sung Paradise" (2003), and also "Jewel Alfred Sung" (2005). Thus, "Alfred Sung" was able to simultaneously feature his prêt-à-porter fashion, bridal collections, and accessories (eyeglasses, sunglasses, watches, bridal jewelry, menswear, etc.) in Canada and the US.Īfter being declared King of the Canadian Fashion Industry in 1983, the designer launched his first fragrance "Sung by Alfred Sung" in 1986. Due to the great demand for Sung's fashion in Canada, the label opened abroad in the US in 1981. In 1972, Sung moved to Toronto, where he opened his first fashion boutique.Īlfred Sung entered into a partnership with Saul and Joseph Mimran in 1980 to form "Monaco Group Inc." to be the company distributing his collections. Because of his creative talent, Sung studied fashion design at Chambre Syndicale de la Couture Parisienne and then tried his first steps as a designer in New York. Sung was born in 1948 and grew up in Hong Kong. The entrepreneur creates and sells women's and men's clothing lines, fashion accessories, a home collection, and numerous fine fragrances. With each additional success, his role as Canada's unofficial design ambassador continues to flourish.The portfolio of the label "Alfred Sung" is impressively broad. He is the recipient of numerous awards for his fashions and industry accomplishments. In 2005 a new signature fragrance, Jewel Alfred Sung was launched.ĭuring his design career, Alfred Sung has garnered significant attention, acclaim and recognition in Canada and the United States for his classic styling and timeless elegance. Sung by Alfred Sung, the first ladies' perfume launched in 1986, was followed by Shi Alfred Sung in 2001 and Alfred Sung Paradise in 2003. The Alfred Sung trademark had gained notability in Europe for its fashions, however, in 1986 with the launch of Parfums Alfred Sung, through Riviera Concepts, the Sung trademark further raised its profile and status by becoming a fragrance brand. It was in 1983 that Canada's national news magazine, MacLean's, proclaimed Alfred Sung as Canada's "King of Fashion”. That same year, Sung opened his first freestanding store in Toronto's Hazelton Lanes. Within a year, the clothing appeared in stores such as Macy's, Nordstrom's, Neiman Marcus and Bergdorf Goodman. In 1981, the Alfred Sung label was launched in the United States through Saks Fifth Avenue. Within months, the Alfred Sung brand appeared in major department and specialty stores across Canada. In 1980, the three partners formed Monaco Group Inc., the corporate entity that would develop the Alfred Sung brand and the ready-to-wear collection directed to working women. Sung opened a tiny shop called Moon in Toronto's trendy Yorkville neighbourhood.īy 1989, Saul and Joseph Mimran together with Sung joined forces to create a business that soon changed the face of the Canadian fashion industry. With the encouragement of friends and limited savings, he set out on his own. His exceptional fashion illustration skills allowed him to supplement his junior designer's wages for freelance projects. His next step was designing for a sportswear manufacturer in Toronto's garment district.
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