UNROW, an independent designer brand, was created by HAO ZHOU (ESMOD) when he was working in Paris. As the designer is deeply influenced by “the New Wave”, the brand builds the “cult” character of males with restless softness. Exploring inner mood against the humanistic society, the designer reflects on the relationship with clothes and amplifies micro feelings into the content of design. Through capturing momentary emotions, the brand demonstrates modernity in the atmosphere of absurdity, and communicates empty yet softhearted brand spirit out of damp mist.