NBA star Kyrie Irving and his sister Asia Irving bring conscious style to fashion with their brand Mind Less

NBA star Kyrie Irving is starting a brand new industry with her sister and fashion entrepreneur Asia Irving. In 2023, the Irving siblings launched their own fashion brand, Think less represent “clarity found in stillness, encouraging inward focus.”

“When you think about Mind Less, the name just speaks to mental and spiritual clarity and how we want to build on that community,” said Kyrie Irving, per WWD. “It can be done in many different ways and through different mediums, and I feel like fashion – artistry and those who came before us and engaged in large-scale projects, generational shifts and paradigms – did it their way. We reflected the same philosophy of continuous improvement. A Mind Less state is what we want for the people who go on this journey with us.”

Now, as they prepare to launch their second capsule collection, the Irvings are using their designs to highlight “meditation, clarity, balance and a holistic approach to[…]being intentional as a human being” with pieces that work in on a regular basis lifestyle consumers. For its second collection titled “Views,” Mind Less plans to incorporate more knits and draped pieces into the brand’s repertoire of kimono-inspired jackets and pants.

“It’s a bit unconventional and distinctive,” said Asia Irving, further explaining the brand’s creative vision. “It’s simplistic, but offers a lot of functionality. (The brand’s clothing is) very transitional from day to night, from season to season. I think this outfit really reflects our inner peace and humility.”

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Although Kyrie Irving is sort of latest to the fashion industry, his sister is the founder Ceremony Studio, a well-liked fashion brand known for its nostalgic and subtly avant-garde approach to fashion. Despite different levels of institutional fashion knowledge, each siblings use their travel and life experiences to create the brand’s designs.

“I’m usually on the go,” the Dallas Mavericks player added, sharing how he weaves creativity into his NBA profession. “I perform in different arenas and platforms – I have the opportunity to shape myself and my style by incorporating my clothes into what I do every day.”

Ultimately, co-founders prioritize constructing community over profit.

“It’s not just about revenue, profits or industry rules,” the NBA star said. “It’s more or less about us being authentic and welcoming to all stages of life, while also respecting that we can use these artistic mediums to encourage more of us to speak out about this message and get it out into the world.”

The “Views” collection will probably be released at the tip of May.