Some words just hit different, and “LANG” 靚 is one of them. In Cantonese, it can describe a stunning outfit, an effortlessly cool person and generally, anything pleasing to the senses. That same spirit is stitched into the DNA of LANG, a concept store and cultural platform founded by Hong Kong native, Kayla Wong.
Based in the heart of Los Angeles’ Chinatown, it’s not your average boutique — it’s a love letter to Asian fashion and creativity in every form. “When we think about the word beautiful, it’s so easy to think superficially,” she told us. “But in Cantonese, when you’re describing something or a person in that sense, it’s because you see that depth of beauty in them. That’s what we are trying to do when we tell our stories, share brands and talk to people. It’s not surface level, it’s discovering designers and hearing their stories.”
Upon opening its brick-and-mortar store in June of 2024, they celebrated with their first event – a pride party. As a lesbian woman with an all-women team, community was and is essential to the brand’s mission. This means hosting monthly events to commune and producing bold editorial concepts that reframe beauty, identity and style – on their terms. The store has even ditched gendered sections, because style doesn’t have to come with labels. What better way to lead the change than by being it?
Navigating representation at the cultural crossroads of Hong Kong and LA can be challenging, but it’s deeply personal for Wong and her team. “In Asian culture, we tend to hide things and dim the light on certain topics… When I was in Hong Kong, I was outed by the media because my parents were known in the circle, and I took that upon myself to go into LGBTQ+ advocacy. I was very traumatized, but I did get over it, and it did shape me, as well as has helped me with my vision now.”
With a proudly Asian-led team at the helm, LANG is building a new kind of cultural dialogue, one that honors where we come from while daring to imagine what’s next. In this interview, Wong opens up about creating LANG, community-building and how beauty, like style, is forever evolving.
What was the initial spark that led to the creation of Lang?
Coming from Hong Kong and deciding to move to the US was when I realized there might be a gap for me to fill. In the US, we put a lot of emphasis on representation. At the same time, I feel like there’s a lack of platforms for minorities and niche groups to be highlighted.
I knew that this retail concept existed in New York, but not in LA. It’s fairly new, so I wanted to share my connection to Hong Kong, from designers to brands, and bring that to North America. You can see that through our editorial stories and on our social media. We focus on highlighting detailed craftsmanship and their personal stories.
Why was it important for LANG to be a physical place in an increasingly digital world?
We’ve brought in several new brands that are niche. On a practical level, many of them have their own sizing scale, so people need to be able to try on the clothes and feel the quality. On a deeper level, the store concept is about uplifting the community, and so having that physical space allows us to connect with people we want to reach.
Since we opened last year, we’ve done one event per month to emphasize that personal connection. I’m very grateful that I have a team of people who are exceptional at connecting with our customers, not just to spend, but to come in and chat. I think that is so important in this day and age, where we spend so much time on our phones and computers typing. I’m very lucky to have a team that wants to connect with people and make them feel special.
The store’s location seems perfectly aligned with LANG’s vision, too. Was the Chinatown location intentional?
When I moved back to LA, we had launched online, and I was looking around for a location but hadn’t settled on anything. We went to Chinatown one day, and I thought, ‘Oh, this would be a cute place to have the store.’ At the time, a lot of things in my life happened serendipitously. I’m a big believer in the law of attraction and putting your thoughts out there. So when we did our opening party, which was at PRD, a chicken and rice restaurant that has now sadly closed, I met a lady who became a key person in the beginning of our story. She gave me so much support without expecting any type of payback. That gave me a really good feeling about the people of LA.
She showed me this store and said, ‘You should hop on it.’ It was maybe 200 square feet. I thought it might be perfect just for a pop-up, so I emailed her, and she was nice enough to honor the fact that I was the first person to ask her. I hired somebody to watch the shop, and we built it in a month. I found a rack and a table, and that was it. It turned out to be a great decision because it solidified my instincts about needing a physical space for people to see the clothes.
We were there for five months, and I was going to extend our lease in that spot because we were next to this coffee shop that worked well for us. Then, the lady I was subleasing from said, ‘Oh, I’m moving out of my space, which is bigger. I think it might work better for you. Do you want to try it?’ So I hopped on that one, and we opened the store officially last June.
“From day one, I’ve always wanted to stay small because when concepts become commercialized, it changes the meaning of what it is. I don’t ever want to lose the core of LANG, and who we are.”
Now that you are in the physical space, has there been a moment thus far that felt meant to be?
I have a lot of those moments. The most common feedback I’ve received from customers in the store and people at events is “Wow, I’m so happy this exists because I feel like our community needs it,” and “Thank you for doing this.”
When I get these comments from people, it’s encouraging to know that my gut feeling was right. People are very receptive to it and feel the same way I do. It reflects their own identity, and they feel seen.
Out of each community event that LANG has produced, which was your favorite and why?
That’s a tough one – I think we throw pretty great parties. I have a lot of fun at our parties, and I feel like people do too. Our opening party was a pride party, because it was in June, so that was a hit. Then, we also had our anniversary party where we had an art installation built by a good friend of ours. It looked really cool in the store, and we brought it back for our LANG Lounge event at NeueHouse.
When you put out a certain energy and you attract the same type of people into your store, and even with vendors right like you feel this warm, fuzzy feeling like people want to be here, and people appreciate what you’re offering. That feeling beats everything else and I think that’s what makes our events so special and fun. So, it’s hard for me to pick one. They’re all special in their own way.
Can you talk about the responsibility of being a platform for underrepresented voices? How do you balance celebration with accountability?
As a married lesbian, my journey has helped me hold myself accountable. When you’re building a brand, it’s all about how you grow with the community that you’re trying to uplift. When we first started, we used generic male and female models, even though in the store, we don’t have a gender section. So at the beginning of this year, I started feeling a little different and changing things. I think it has to do with the fact that I have been in the US longer. You know, when you’re in Hong Kong, there are a lot of things you’re not exposed to, like using pronouns. But, being in liberal California, and being a concept that celebrates all different types of people, you have to learn and adapt.
In our first campaign of the year, we featured two women in a more intimate love story. Moving forward, we’re including more androgynous models. In the workplace, I am very humbled by the people that I work with. It’s very important to be in that seat of being a student, be humble and know that you’re constantly learning. Things are changing faster than you can grasp sometimes, and you have to look towards people who might be younger or people who are more immersed in the culture to guide you.
Kayla with her sister Irisa.
LANG exists in so many forms. Did the vision evolve as you imagined? Or has it surprised you?
It has surprised me. People have different experiences in LA, but for me, when I came back, I was feeling isolated. I thought that I had friends here because I went to college here, but it took me a long time to feel comfortable again in the city. It’s because of LANG that I found a sense of community and friends. Everybody was so willing to help and be part of the cause, if you will.
What’s in the future for LANG?
From day one, I’ve always wanted to stay small because when concepts become commercialized, it changes the meaning of what it is. I don’t ever want to lose the core of LANG, and who we are. But, I’m hoping we can expand to Los Angeles’ West Side, do pop-ups in New York and Hong Kong, and continue to share an inclusive message.
Maybe we’ll evolve into something else, it’s out of my hands. I’m open to going with the flow of what this journey has to offer.
“It’s very important to be in that seat of being a student, be humble and know that you’re constantly learning. Things are changing faster than you can grasp sometimes, and you have to look towards people who might be younger or people who are more immersed in the culture to guide you.”
— Kayla Wong, Founder of LANG
You can visit and shop LANG at their website.
