A Journey of Self-Rising.

On December 24, 2022, we officially launched the COOKIES – BE BALLOON fall-winter collection, bringing our brand philosophy of “KNOW YOURSELF, MAKE YOUR OWN HISTORY” to new heights. Inspired by balloons rising toward the sky, this collection continues our exploration of identity, freedom, and self-expression.

Guided by our creative director Jackson Wang, BE BALLOON uses the balloon as a metaphor for breaking free from societal labels and rising beyond judgment. It’s about clarity, confidence, and the courage to pursue your own rhythm. As Jackson shared, “The higher you fly, the clearer vision you get.”

Our co-founder and CEO Henry Cheung describes the collection as a natural evolution of our journey, from COOKIES: THE ORIGINAL to COOKIES: STANDARD, now ascending with BE BALLOON. It represents a mindset of living undefined, staying grounded in self-belief while constantly reaching new heights.

The collection builds on the legacy of past COOKIES drops, featuring our signature black palette, minimalist cuts, and distinctive EYELET detailing. With techniques like deconstruction, patchwork, and newly expanded silhouettes, including knitwear and women’s sets, we continue to refine the balance between form, texture, and purpose.

Bringing the concept into the real world, we created a BE BALLOON pop-up store at Taikoo Li Qiantan in Shanghai, where oversized black balloon installations and immersive visuals set the tone. Our INVISIBLE MAN characters replace traditional models, symbolizing the freedom to rise, float beyond boundaries, and see the world from a new perspective.

This season also marked bold creative and technical progress, from fabric innovation to new design languages. It was a challenge, but one that elevated the collection in both construction and meaning.

At TEAM WANG design, we don’t just create clothing, we build experiences. Each collection is a fusion of sports, art, fashion, and culture, made to connect with those who choose to move differently, think independently, and live unapologetically.

From Shanghai to Chengdu, Bangkok to Singapore, our mission remains unchanged: to connect with global youth culture and continue expanding the reach of our message. As the balloon rises, our stories of making history are to be continued.

BE BALLOON. BE UNTOUCHABLE.
Keep rising.