Editorial Image
So, who is Peter Do? Try searching for recent pictures and you’ll draw a blank: he refuses to show his face—not on Instagram, not on his website, and not even for features about him, like this one. “There’s so much celebrity in fashion,” the New York designer says, a soft accent revealing his Vietnamese roots. “I want us to be known for the work that we do.”
Note the words “us” and “we.” While the brand bears his name, Peter Do is very much a family affair. It’s run by Do and his four friends, a tight-knit group all of whom were once disgruntled with their jobs in the fashion industry. “I was like, 'you hate selling, you don’t like doing tech patterns… do you want to start a brand together?,’” he recalls. Over the course of a year, the group—now known as the “founding five”—would gather every weekend in Do’s Brooklyn apartment to refine their vision. They officially launched under the moniker “Peter Do” in 2018.