Planet Blue Founder Creates Label Sun Becomes Her

LOS ANGELES — Planet Blue founder Ling-Su Chinn’s been busy over the past several months building out new contemporary brand Sun Becomes Her with business partner Githa Duncker. The line’s launch had been expected after WWD reported last summer Chinn had left the company she founded and built more than 20 years ago in a bid to get back to what she called her roots: focusing on branding and designing a line that embodies the West Coast for a global consumer. Chinn had pointed out the challenges that come with also having to balance business objectives around growth in new markets as being a struggle that took time away from more creative endeavors. What she built was sizable with the company’s new ceo reporting last year volume north of $40 million. She still retains what she called a “significant ownership” stake in the company but preferred not to further discuss the business. “I just really wanted to launch something not being tied to the commercial hassles and timeframes,” said Chinn, who serves as creative director of the new brand. “I really wanted to launch a more elevated product, more thoughtfully designed product that we didn’t have any timeframes in doing.” That’s given way to a launch

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