The brand name “Kill King Thrushbeard” comes from Brothers Grimm’s fairy tale King Thrushbeard. The story portrays a young, beautiful princess being humiliated by King Thrushbeard because of her pride and sarcastic nature. Even so, she accepts his so-called love gratefully at the end for he offers her fancy clothes and the position of the queen. Kill King Thrushbeard is to celebrate women’s intelligence, and the belief of sarcasm as a sign of humour and philosophical thinking.

Shan, the designer behinds the brand, studied fashion design in the US and attained postgraduate education in fashion womenswear at both Central Saint Martins and Royal College of Art. Her focus on bringing Chinese traditional philosophical thinking into modern womenswear targeting the post-millennial internet habitants, is the core of Kill King Thrushbeard. The brand is developing a new visual language to communicate with its customers with literary references and sarcastic humour, at the same time exploring a new definition of clothing.