Kyrie and Asia Irving bring their fashion brand “Mind Less” to life

Kyrie and Asia Irving take a more mindful and slower approach to their new collaborative project.

The Dallas Mavericks point guard and the stylist have been working on the soft launch of their fashion label Mind Less for several months and are preparing for the release of their second capsule collection at the end of May.

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The brother-sister duo founded Mind Less with a focus on “meditation, clarity, balance and a holistic approach to staying purposeful as a human being,” said the NBA player.

“When you think about Mind Less itself, the name just speaks to that mental and spiritual clarity and how we want to build on that community,” said Kyrie Irving. “That can be done in a lot of different ways and with different mediums, and I feel like fashion — art and those who came before us and got involved in major projects, generational shifts and paradigms — kind of did it in their own way. We reflected that same philosophy of wanting to constantly improve. And the Mind Less state is something we want for the people who take that journey with us.”

Mind Less' design codes are based on functionality and are designed to “really fit your lifestyle,” according to Asia Irving. Key styles from the first collection include a kimono-inspired jacket and sarong pants, which Kyrie Irving cited as his favorite pieces.

“It's a little bit bohemian and distinctive,” Asia Irving said of the brand's aesthetic. “I think it's simple, but it has a lot of functionality. We definitely create pieces that fit your daily lifestyle – they're transitional pieces from day to night, season to season. I think these clothes really reflect our inner peace and humility.”

The brand's second collection, titled “Views,” features more knitwear styles and new takes on the brand's kimono, including a pinstripe print and draped pieces. The capsule will be available to purchase alongside the brand's first collection on the Mind Less website.

The Irving siblings explained that they drew inspiration for the brand from their respective backgrounds and international travels. Kyrie Irving, for example, said he drew on the endurance and demands of the NBA game for the line.

“I'm usually on the go a lot,” said Kyrie Irving. “I'm in different spaces and different platforms – I get to shape myself and my style by incorporating my clothing into what I do every day.”

He also explained that there is a “synchronicity” between his approach to Mind Less and his time as a player in the NBA when it comes to making decisions. He explained that he relies on collaboration on both fronts by “retaining great creators and experts in the craft as mentors.”

This is Kyrie Irving's latest initiative in the fashion world during his NBA career. The basketball player is currently collaborating with Chinese sports brand Anta on a signature sneaker called the Anta Kai 1. The partnership came after Irving's contract with Nike was terminated at the end of 2022 after the player posted a link to an anti-Semitic film on Twitter. Irving later apologized for the post.

In the future, the Irving siblings plan to launch more capsule collections and build a global community of like-minded people.

“It's not just about sales or profits or the rules of the industry, it's more or less about us being authentic and welcoming in all walks of life while respecting that we can use these artistic mediums to bring more of us out there to spread that message and get it out into the world,” Kyrie Irving said of the brand's mission. “This is a globalized world and it's very beautiful when we live in harmony in it. I think we need more of our younger and older leaders to represent those values.”

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