In product, Lee created so many hit items including the "Pouch" and "Cassette" bags as well as the biodegradable "Puddle" and "Tire" boots. In branding, he and his team made a specific shade of bright green, triangle shapes, and oversized intrecciato woven patterns, synonymous with the brand. Advertising was done unconventionally. In talent, his knack for cultural curation across creative disciplines was unmatched.

But the real problem with the brand was that it drank just a bit too much of its own kool-aid, leaving behind those who defined the it from the beginning — the influencers who supported the rebrand from day one, the publications who were ignored when the brand started showing it’s Salon series behind closed doors, and the editors whose contact with the brand was cut after they rightfully called out Lee’s decision to show his behind-the-scenes show in Berlin's Berghain (followed by an illegal after party in Soho House) in the midst of lockdown restrictions.