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Rising Stars
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FEATURE
I
f Elson Yeung had followed his mind instead
of his heart he would probably be a banking
executive figuring out rates of return instead
of designing fashion-forward garments for the
industry’s largest apparel supplier.
While he always had a passion for fashion
and followed major fashion brands such as
Versace, he began to study economics in college
because his parents both had careers in banking.
But during his freshman year, he learned that
while his mind was willing to pursue economics,
his heart was not. He says the challenge became
overwhelming with dividing opinions from family
and friends, and while now he’s sure he made the
right decision, at the time it was not as clear. What
helped him decide was talking through it with
those close to him, and remembering what his
mother had always told him: No matter what you
do, do what you can to be the best at it.
Yeung, who grew up in Hong Kong and
emigrated to Canada at 12, went on to fashion
design school to learn more about the craft,
and then joined a national retail company as
a graphic artist creating technical drawings for
footwear, home furnishings and packaging. He
then landed at Ash City as a technical coordinator
in the technical design department. In January
2014, the company was acquired by Trevose,
Pennsylvania-based supplier alphabroder.
Yeung, now 34, says his favorite part of his
job is the opportunity to be creative, constantly
looking for new ways to improve on designs and
quality of products. “It’s an exciting process
to be in an environment with so many moving
parts; it goes beyond just designs from paper
to garment,” he says. “The ability to be ahead
of the curve, introduce new trends and create
products that consumers are excited about is
really exhilarating.” He also enjoys being involved
in transforming and articulating what designs
are best aligned with his customers’ needs
through marketing, photography, illustrations and
presentations. “It makes what we do really come
to life. I get true satisfaction in knowing that my
designs are well received; to see someone on the
street wearing the actual garment I designed will
never get old.”
Nominator Andrea Lara Routzahn, senior vice
president, portfolio and supplier management
at alphabroder, says she met Yeung in 2013
just prior to the acquisition and was immediately
impressed with his poise and intelligence.
“During the process of integrating the Ash City
and alphabroder product teams, Elson quickly
distinguished himself as a bright, creative and
driven young man. In the nearly three years since
Elson has been part of my team, he continues
to grow and prosper at alphabroder. I can count
on one hand the number of people with whom
I have had the privilege to mentor in my career
that are of the caliber of Elson Yeung.” She says
he has an insatiable thirst for knowledge and
for using that knowledge to make the company
more successful. “Elson has a passion to deliver
quality products to the marketplace and spends
countless hours analyzing past success and
failure to drive continual improvement.”
She describes the award-winning designer
as possessing a unique combination of creative
talent balanced with real business acumen. With
a keen understanding of the practical needs of
the customers, he has developed analytical tools
that evaluate the industry landscape and identify
opportunities. In addition, he’s one of the best
apparel presenters you will ever see, she adds.
“Not only is he high energy and with a contagious
positive attitude, he understands practical use
and clearly demonstrates how his products
translate to our customers and the end users.
He’s a true rising star.”
One of the most important lessons he’s
learned in business is that to be successful, “you
have to trust your gut, sharpen your instincts, be
open minded and then support it with data. In
the field of design, you have to find the balance
between art and science.”
He’s also learned to never assume. “Even
if you think you know the answer, still have the
conversation. This is critical to better team work,
ownership of responsibilities and to eliminate
unnecessary wasting of time,” he says.
In his downtime he likes spontaneity that
fits his mood, whether it’s relaxing at home with
his wife, Amanda, and their cat, Tatlim; scrolling
through Netflix; discovering new music or cruising
on his bike.
HIS INSPIRATION
“People inspire me. I thoroughly
enjoy meeting new people, learning
about their lives and interests. In
a generation where information is
so easily accessible and mediums
typically lack human interaction,
I enjoy everyday conversations
with colleagues, friends, strangers,
etc. I love to talk things out and
sometimes debate and learn from
others’ perspectives.”
THE INDUSTRY IN FIVE YEARS
He says industry buyers and
consumers are starting to request
more of what they’d buy at retail
themselves, so the gap between
retail and our industry is shrinking
rapidly. He’d also like to see
fewer disposable purchases
and increased demand from
consumers for quality products.
ON HIS TO-DO LIST NOW
Look at new ways and things to
offer to customers: new designs,
new technology; communicate
with the sales team on what’s
working and what’s not. Find
time to take a vacation.
Elson
Yeung
DIRECTOR, PRIVATE LABEL
DESIGN & MERCHANDISING
alphabroder
2016
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SEPTEMBER 2016
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