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INSIDE 404

Diving into aesthetic, identity, culture through our lens.

ALL
STORY SO FAR
DESIGNER'S VOICE
CULTURE & LIFESTYLE

CIRD: The Art of Interactivity and Deconstruction

DESIGNER'S VOICE

Handbag and jewelry brand CIRD was founded by Scottie Xue in 2009 under these three key principles: a focus on interactivity and interchangeability. read more

about BODY404

STORY SO FAR

A curated marketplace of fashion, accessories, and other unique creations from around the world. read more

Cosmic Speculation

DESIGNER'S VOICE

A Journey Across the Universe, Through Fragrance. read more

GEL E LUA: Emotional Catharsis in Virtual Century

DESIGNER'S VOICE

Combining transparent resit and genuine zircon, Gel E Lua creates a nostalgic yet futuristic atmosphere that carries within it the emotional catharsis of the virtual century. read more

A Calm Thinker Exploring New Norm

DESIGNER'S VOICE

SIDEEFFECT explores the interplay of clothing and non-clothing elements, and makes them all work together like a well-oiled machine. read more

Flowers Birds Market

DESIGNER'S VOICE

An ambitious designer label that pushes girlish aesthetics in a more rebellious and open way than ever. read more

Mlen diary: beauty shouldn’t hurt

DESIGNER'S VOICE

Mlen Diary creates jobs specifically for stay-at-home moms in remote areas. read more

Embryo: the Energy of Roaring Twenties

DESIGNER'S VOICE

Embryo dares to dream of unending nights, taking your mind on the trip of a lifetime. read more

Burn Life: The Unending Rave of Self-Expression

STORY SO FAR

Welcome to 404 Playa -- not a Burning Man artwork, but a fusion habitat for all kind-minded ravers. read more

Paperworks: Enlightened Street Culture Through Folk Arts

DESIGNER'S VOICE

Teaming with underground independent artists, Paperworks infuses its unique brand of street culture into everything it does. read more read more

SPACESHI: romantic past & inescapable future

DESIGNER'S VOICE

SPACESHI pays homage to space dream and the ancient world. read more

YICHENG: fashion meets fun practicality

DESIGNER'S VOICE

Polish Your Outfit with a Phone Necklace to break out the mold! read more

UFOLOGY: Phone cases for a cleaner planet

DESIGNER'S VOICE

100% biodegradable phone cases offer an avenue for playing with your style while reducing the burden of plastic. read more

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