A Fashion Story not unlike a Cole Porter song or Audrey Hepburn movie.

Portrait of designer Alfred Sung

ALFRED SUNG® was established in 1980, by designer Alfred Sung, and Canada’s Mimran family, with the purpose of building a fashion house for the modern woman.

The brand’s unique approach to licensing, product development and marketing results in a diverse range of merchandise inspired by a pure and uncomplicated lifestyle.

Guided by quality materials and a timeless style philosophy, the brand has expanded into a multitude of complimentary product categories including men’s and women’s apparel, accessories, watches, optical eyewear, kidswear and home fashion, capturing the hearts of millions of customers worldwide.

With every exquisite collection, ALFRED SUNG’s dedication to modern, timeless beauty stands firm, appealing to those who appreciate enduring sophistication.

  • 1980 | An Icon Is Born

    In the late 1970s, brothers Saul and Joe Mimran found Alfred Sung, a young designer from Hong Kong. They started Monaco Group Inc. in 1980 and launched the ALFRED SUNG® brand. READ MORE

  • 1982 | Wholesale Business

    In the early 1980s, the brand caught the eye of the global fashion world for its unique and fresh takes on traditional American women’s sportswear. ALFRED SUNG® was carried at major department stores like Saks Fifth Avenue, Bergdorf Goodman, Neiman Marcus and others.

  • 1983 | Runway Success

    in 1983, Alfred Sung appears on the cover of Canadian national publication Maclean’s magazine, named the New King of Fashion. READ MORE

  • 1985 | Club Monaco

    Club Monaco, “Great New Ideas by Alfred Sung” the innovative shopping concept opened for the first time on September 5th, 1985 in Toronto’s trendy Queen St. W. Within 10 years, the storied retail chain grew to 108 stores. READ MORE

  • 1986 | Parfums Alfred Sung

    Riviera Concepts licenses the ALFRED SUNG® trademark for fragrance and beauty, launching SUNG ALFRED SUNG as a prestige fragrance for women. Sold through all major department stores in US and Canada. READ MORE

  • 1987 | Marketing Impact

    ALFRED SUNG produces fashion shows in New York to critical acclaim. Launches print adver- tising campaign in Vogue and Town & Country magazines.

  • 1989 - Licensing Expansion

    The brand leveraged its marketing success into various licensed product extensions including, leathers, luggage, furs, mens- wear, kids, eyewear, watches, umbrellas, fashion jewelry and more.

    Retail stores were created to fully showcase the brand in Toronto, Montreal, Vancouver Boston, Washington and LA.

  • 1990 | Diffusion Brand

    The ALFRED SUNG Sport collection expressed a relaxed, elegant attitude of polished casual looks. Sold at major department stores, at a price point below the designer collection.

  • 1991 | Alfred Retail Stores

    Having launched ALFRED Jeans, Mimran Group Inc. licensed the rights to use the ALFRED SUNG® trademarks to Etac Sales Ltd., a publicly traded apparel company. Etac introduced a dynamic retail concept for men and women, simply called ALFRED. The chain launched with over 20 locations across Canada. READ MORE

  • 1993 | Critical Approval

    As part of a PR and marketing campaign, fashion editors in North America featured the designs of Alfred Sung prominently in their publications. Market success and brand awareness followed suit.

  • 1995 | Bridal Gown

    FOREVER ALFRED SUNG®, a breezy feminine floral scent was released in 1995, celebrating the bride. ALFRED SUNG bridal gowns complimented and benefitted from this new release, connecting the world of ALFRED SUNG Bridal for consumers.

  • 1997 | The Perfect Pairing

    Quality and service are the hallmarks of the ALFRED SUNG® eyewear collection, licensed to Centennial Optical.

  • 1999 | Personal Appearances

    Alfred toured Canada as part of the launch of SHI ALFRED SUNG in 1999. He made personal appearances at major department stores. READ MORE

  • 2000 | Menswear DTR

    Mimran Group Inc. signs DTR license with Moore’s The Suit People, a division of Tailored Brands LLC. Product range includes shirts, pants, sweaters, suits, jackets and overcoats

  • 2013 | Patio Furniture

    the brand made a venture into patio furniture with the introduction of SUNG Outdoor, for The Hudson’s Bay Company. Based on consumer demand for style accessible outdoor furniture, the opening collection of 18 pieces was inspired by jet-set international destinations and incorporated standout fashion elements for the style conscious customers.

  • 2014 | New Women's DTR

    Between 2014-2019 a new direct-to-retail concept for women is introduced across Canada at Mark’s stores (A division of Canadian Tire). The polished casual collection of apparel and accessories was intended to attract more female customers.

  • 2015 | Always Alfred Sung Diamonds

    Inspired by the spirit of love, Alfred Sung created a diamond bridal ring collection that was designed and manufactured in Canada. The rings were designed using gold supplied by the Royal Canadian Mint and Canadian diamonds that were mined, cut and polished in Canada.

  • 2018 | Impeccable Style

    Mimran Group Inc. launches ALFRED SUNG Bespoke, a full range of designed couture tailored clothing for women and bespoke tailoring for men. The license was short lived, ending in 2020 with Covid-19.

  • 2020 | Luxurious Towels

    The latest brand for home bedding and bath towels, ALFRED SUNG BAMBOO® which combines the benefits of bamboo with a minimalist modern style.

  • 2024 | Automatic Watches

    A new range of ALFRED SUNG AUTOMATIC watches is available for the first time in 2024. Housed in a stainless steel case with bracelet or leather wrist band option, the watch features a circular, crystal window on the dial, to reveal the inner workings of the watch movements.