NBA Star Kyrie Irving and Fashion Stylist Asia Irving Team Up to Launch a Line of 'Conscious Clothing'

All images courtesy of Asia and Kyrie Irving.

All parents want their kids to get along, succeed, and look out for each other. Brother-and-sister duo Asia and Kyrie Iriving have checked all those boxes. Now, they’re taking their bond one step further by going into business together.  

I caught up with the stylish siblings on Zoom to discuss their latest collaboration, Mind Less, a unisex clothing brand. The brand launched this month with a capsule collection of six designs, including harem-style wrap pants tied at the waist ($160) and a front-zip hoodie with the slogan “Inner Silence Yields Peace” emblazoned on the back ($165). The brand is quick to draw a connection between experiencing comfort and fueling creativity. The target demo, as Asia describes it, is the traveler, artist, athlete, dancer, and writer—essentially, anyone who needs relaxed yet chic armor to face the world. 

A business school graduate who also studied at New York's Fashion Institute of Technology, Asia has carved out a niche for herself as a men's wardrobe stylist and designer. Her brother, who is now a point guard for the Dallas Mavericks, became one of her first clients. In 2021, she founded Aseye Studio, a New Jersey-based studio dedicated to vintage aesthetics, sports culture, and collegiate style. 

With investment and support from her brother, Asia laid the foundation for the new brand alongside technical support from designers and art directors. Another capsule collection with an edgier look is forthcoming. One goal was to keep the price point accessible for a wide range of people.  

While both siblings have lent their visions to sneaker collabs and other branded sports apparel, this marks the first time they have collaborated on a collection of their own. “He always kind of went for clothing that felt good, but also spoke great messages on the actual product,” Asia says of Kyrie. “So we wanted to provide the same thing.” 

Asia and Kyrie try on samples from their Mind Less collection.

Growing up in West Orange, New Jersey, Asia, 33, and Kyrie, 31, were close. They became even closer after their mother died when they were young. Their father later remarried and they were joined by a sister, London, soon to be 16. (She gives "us the real inspiration and tastemaker energy we need,” Asia says.) 

“I call it a love story because we basically raised each other,” Kyrie reflects. “It's been a beautiful evolution to see us grow up and now be in the entrepreneurial space. We're doing things that we could do in our everyday lives even if we didn't get paid for it. Now, being at the top of my industry in the basketball professional space, I've created my own niche. My next step is family success in entrepreneurship and carrying the torch into new spaces.” 

Although Kyrie may tower over his sister on the court, he still looks up to Asia. “Asia is my big sister and has the first right of refusal in our family. She's the brains and creative behind a lot of what we do,” he says. “I'm grateful that Asia has taken me under her wing.”

Kyrie and Asia’s commitment to legacy building also shows up in the way they engage with their culture and heritage, which is rooted in the Black community and includes Native American ancestry through their late mother, who was born into the Standing Rock Sioux Reservation. Kyrie also refers to himself by his Lakota name Hélà; Asia was given the name Tatanka Winyan (Buffalo Woman).

Kyrie Irving and Asia Irivng meeting with hundreds of members of the Standing Rock tribe at the naming ceremony. Photography by Adam Sings, ESPN.

“We’ve grown up in many different communities and tribes, and we’ve been able to learn how to be with all walks of life,” Kyrie says. “Some people think I'm being a little cliché when I say that, but I have members in my family that have taught me different ways to approach life, spiritually and emotionally. So with mentorship, we've learned a lot of trades and how to just be good humans and then strive to be great every day we can.” 

Asia notes that philanthropy and community building have always been family values. “During the pandemic, when WNBA athletes weren't able to make money, [Kyrie] created a fund that funded those salaries of WNBA players,” Asia says. “I think he's just done a beautiful job of highlighting and making sure that women are always included in the conversation.”  

The pressure of perfection looms large in both the sports and fashion industries, making it all the more notable that the Irving siblings have decided to build a brand that expresses the importance of coming back to center. “The goal is to be able to help those that have helped me in ways that I probably can never pay back,” Kyrie says. “But I do my best. They showed up for me, I gotta show up for the world.”

Asia and Kyrie’s Mind Less Capsule 1 is now available online.