Alfred Sung

In 1972, Alfred Sung moved to Canada. His next step was designing for a sportswear manufacturer in Toronto's garment district. His exceptional fashion illustration skills allowed him to supplement his junior designer's wages for freelance projects. With the encouragement of friends and limited savings, he set out on his own. Sung opened a tiny shop called Moon in Toronto's trendy Yorkville neighbourhood.
By 1989, Saul and Joseph Mimran together with Sung joined forces to create a business that soon changed the face of the Canadian fashion industry. In 1980, the three partners formed Monaco Group Inc., the corporate entity that would develop the Alfred Sung brand and the ready-to-wear collection directed to working women. Within months, the Alfred Sung brand appeared in major department and specialty stores across Canada. In 1981, the Alfred Sung label was launched in the United States through Saks Fifth Avenue. Within a year, the clothing appeared in stores such as Macy's, Nordstrom's, Neiman Marcus and Bergdorf Goodman. That same year, Sung opened his first freestanding store in Toronto's prestigious Hazelton Lanes. It was in 1983 that Canada's national news magazine, MacLean's, proclaimed Alfred Sung as Canada's "King of Fashion."[citation needed]
The Alfred Sung trademark had gained notability in Europe for its fashions, however, in 1986 with the launch of Parfums Alfred Sung, through Riviera Concepts, the Sung trademark further raised its profile and status by becoming a renowned fragrance brand. Sung by Alfred Sung, the first ladies' perfume launched in 1986, was followed by Shi Alfred Sung in 2001 and Alfred Sung Paradise in 2003. In 2005 a new signature fragrance, Jewel Alfred Sung was launched.