In the 1990s, the urge to break away from the conservatism of the 1980s led to the bold and diverse fashion of the time, and the yearning for the coming new century gave birth to the millennial culture, forming a unique fashion language of self-expression and vision for the future, which has now re-emerged as the mainstream. 

EAST ICE strives to imagine the future, creating unique pieces that emphasize gender-neutral, comfortable and relaxed wear, also diverse ways of wearing. 

The latest "BACK to FUTURE"ads compare the 1990s style to the past of the FUTURE, and EAST ICE's work to the FUTURE. These two are subtly blended, the past can become the FUTURE, and the FUTURE is created by this moment.