Aviva Jifei Xue is a New York-based clothing label founded in 2020, inspired by the designer’s Japanese and Chinese heritage. The brand emphasizes craftsmanship and traditional techniques, using natural fibers like hemp, wool, linen, and silk, often naturally dyed and detailed with ceramic buttons. Collections feature antique and custom-made fabrics from generational mills in Japan, blending heritage materials with contemporary menswear design.