about us

AYF (As You Fall) is dedicated to interpreting the purest essence and meaning from multiple perspectives across various dimensions. It champions the ideals of ultimate rational liberalism and redefines the delineation between life and work. The untamed growth, an unbridled vitality, and the wellspring of all quests for beauty reside in self-appreciation and contentment. This cultivates a new era of boundless, cool, and autonomous rebellious spirit, adorned with the hues of futuristic fantasy.
AYF (As You Fall), with diversified sweetness at its core, presents a delicate personality that is not lacking in playful and unique girl style. The brand pursues interesting and bold combinations, as well as innovation in various popular aesthetics, reinterpreting an audacious and rebellious yet still charming and cute Millennial youth aesthetics.