Close your eyes and you may picture a black-and-white image of an uncle with a moustache. But in fact, Li Seng Min (or 利生民) isn’t really a person at all.

We’re named after a garment business set up by two young brothers way back in the 1940s right after WWII. You probably now know that company as Crocodile after they rebranded.

Today, we’re bringing Li Seng Min back as a new label for a new generation. It’s a tribute to our glorious heritage and the youthful fighting spirit of the original founders. Well, that’s the story we sold our bosses anyway. Truth is, we wanted to make fun shirts and do cool collabs with some really cool people.

Like to support this higher purpose of ours? Please head over to our shop and get your hands on some merch.