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Dae Lim
Co-Founder, Sundae School I 30U30 Art & Style
Dae W. Lim is a prominent figure in the fashion and cannabis industries, serving as the Founder and Creative Director at Sundae School, a brand that merges streetwear with cannabis culture. Established in 2017, Sundae School operates out of both Seoul and Los Angeles, aiming to globalize cannabis culture through innovative apparel and lifestyle products.12
Educational Background
Dae Lim holds a Bachelor of Arts degree in Applied Mathematics for Behavioral Economics from Harvard University, where he graduated in 2014. His academic background laid a foundation for his analytical approach to business and creative direction.4
Career Path
Before founding Sundae School, Lim gained significant experience in various roles:
- Business Analyst at McKinsey & Company: He worked here from 2014 to 2016, where he honed his strategic thinking skills.
- Head of Growth at VFILES: From 2017 to 2018, he led growth initiatives at this fashion incubator, which helped him connect with emerging creative talents.2
- Entrepreneur in Residence at Entrepreneurs Roundtable Accelerator: This role allowed him to further explore startup dynamics and innovation.
Achievements
Under Lim's leadership, Sundae School has gained recognition in the fashion world, being featured in major publications like the New York Times, Vogue, and Hypebeast. In 2020, he was included in Forbes' 30 Under 30 list for Art & Style, highlighting his impact on the industry.135
Brand Philosophy
Sundae School is known for its unique branding that combines elements of Korean culture with a rebellious streetwear aesthetic. Lim describes the community surrounding the brand as "High Achieving Degenerates," emphasizing a lifestyle that balances hard work with enjoyment.5 His creative process often involves drawing inspiration from personal experiences and cultural narratives, which he translates into visually compelling designs.5
Dae W. Lim continues to influence both the fashion and cannabis sectors through his innovative approaches and commitment to community engagement.

