Central Saint Martins graduate A Sai Ta launched his label, ASAI, in 2017. After showing with Fashion East at London Fashion Week for four seasons, ASAI showcased his  first solo show Ground Up AW19 collection with the support of British Fashion Council’s NewGen. ASAI interweaves Asian iconography with recognisably western tropes, and the brand investigates at intersections of one’s identity and culture, as well as shifting notions of identity. He was awarded the British Fashion Award in 2020. In 2019 ASAI collaborated with LVMH brand FENTY by Rihanna for an exclusive capsule collection for Selfridges. His work is sold globally in stores including Browns, SSense,  Liberty London, Dover Street Market and Net a Porter and has been featured in leading publications such as Vogue (UK, US, Italy, Hong Kong, India ), M le Monde, The New York Times, Dazed (UK and China) and i-D.