SHUI: The Streetwear That Transforms Like the Power of Water

In a fashion landscape where everything feels more of the same, SHUI emerges as a breath of fresh air. Founded in 2020 by Ronaldo Pan Ye, the brand wasn’t born from an ambitious business plan, but from a difficult moment — in the midst of the pandemic, when everything seemed to be falling apart. What was once chaos turned into strength. And from that strength, a brand was born with purpose, style, and a life philosophy.

The Power of Water

SHUI comes from Mandarin and means “water.” The inspiration came from a phrase Ronaldo heard in his childhood, in a Bruce Lee movie: “Be like water, my friend.” Be like water — which adapts, changes shape, and endures. That’s the foundation of everything the brand stands for.

“If you put water in a cup, it becomes the cup. If you drink it, it becomes you. That’s how I see SHUI: a brand that adapts, that transforms, but never loses its essence,” says Ronaldo.

This idea goes far beyond clothing. It’s present in the way the brand creates, positions itself, and constantly reinvents. Today, SHUI is a movement — made for those who want to break away from the ordinary and use fashion as a form of expression.

In the beginning, SHUI was made up of Ronaldo, his father, and three seamstresses, working in a space of just 100 square meters. Through hard work and creativity, the brand grew. Today, it operates in a space ten times larger and involves more than 300 people, both directly and indirectly. And even with this growth, Ronaldo makes a point of preserving the family atmosphere and the brand’s original purpose.

“We’re not just stitching clothes. We’re stitching a story together,” he says.

SHUI blends influences from Asian culture with urban streetwear. The pieces break away from the obvious, featuring distinct cuts, creative silhouettes, and a sharp eye for design. The brand includes more minimalist lines, like S.ESS, and others that are bolder — always with the intention of turning the basics into something unique.

“We’re not just selling clothes. We’re selling attitude, lifestyle, and a different way of seeing the world,” says Ronaldo.

Check out our exclusive interview with founder Ronaldo Pan Ye:

1. SHUI was born in a moment of crisis, but became a symbol of resilience. How did you turn adversity into a movement of fashion and identity?

SHUI was born in the middle of chaos. It was a time when everything seemed to fall apart — personally, financially, and emotionally. That’s when I realized: either I let it consume me, or I transformed that pain into energy and art.

SHUI is the answer to everything they said wouldn’t work. Every collection became a letter of resilience, every piece a reminder that we can reinvent ourselves.

With a positive outlook, I understood that the crisis didn’t break us — it shaped us.

Frustrated with the conventional way of dressing, shaped by societal norms, I used that moment to fill a gap in the market by bringing innovation and Asian influences to the forefront.

By combining my voice as an influencer on TikTok and Instagram — where I have over 500,000 followers — I raised this flag to push the movement forward.

2. The concept of “being like water” is the heart of SHUI. How does this philosophy influence not just the collections, but also the creative and strategic decisions behind the brand?

“Being like water” is more than just a phrase or a life philosophy — it’s a way of existing. Water can flow or crash, it adapts to any circumstance, yet it never loses its essence.

That’s the philosophy we apply to everything — from our clothing to our leadership culture. If the market shifts or trends evolve, we adapt. If culture calls for something new, we absorb and transform. That’s what SHUI stands for: a movement, a lifestyle, and a way of thinking.

This flexibility and adaptability are embedded in our contemporary designs and cuts — showing that it’s possible to break from the conventional without losing strength.

3. You grew up witnessing your parents’ hard work and learned from the resilience of street commerce. How do those roots still reflect in what SHUI is today?

My roots are the foundation of my resilience. Growing up in street commerce taught me the value of real effort — of appreciating every sale, every customer, every detail.

My parents are my definition of persistence. They didn’t have time to dream big, but they gave me everything so I could dream for them.

Even without academic education, money, or what today would be considered a minimally healthy quality of life, they gave their all to support our family — and they always involved me in that environment as a way to teach me.

Today, I know what it’s like to do a delivery under the scorching afternoon sun and also how to build a landing page for a traffic campaign.

Because of everything I lived through growing up in the street market, I understand that every challenge today is just another step toward my goal.

4. SHUI stands against the sameness of mainstream national fashion. In your view, what is lacking in Brazilian fashion today, and how is SHUI filling that gap?

What’s missing is boldness and knowledge. Brazilian fashion still clings to safe formulas — to what “sells easily.”

SHUI came to break away from that. Our design is expression, identity, and future.

There’s a lack of global perspective, a lack of connection with urban art, and with authentic storytelling.

SHUI is the bridge between Brazil and the world — with aesthetics, presence, and soul.

We offer everything from pieces that reinterpret the basics to original designs with shapes, cuts, and fits that go far beyond what’s expected in the traditional market.