PARIS — Whether the story starts in Sydney when two 10-year-olds ended up next to each other alphabetically; in locked down New York during the pandemic; in direct contact with one’s source material; in absolute secret, or in the bountiful territory created by a dual culture, the brands making their debut during Paris Men’s Fashion Week are all about blooming where you’re planted.
Hyacyn
During the height of the COVID-19 pandemic, some reached for sourdough starters.
Not Tobias Ulmer, a fresh transplant to New York whose original plan was a six-month break, having sold in 2019 the marketing agency he had founded at the age of 22 that grew to a 100-plus-person company.
Lockdown had him reaching for needle-and-thread to alter sneakers out of his New York pad, a project that went viral and led to the launch of Hyacyn, a brand that takes after a childhood nickname.
