Former Google Employee Launches Fashion Company

Seattle, WA, October 29, 2007 --(PR.com)-- E.K. Chung, a former user-experience designer at Google, has left the company to launch Sugarcrane, a new fashion accessories brand.

Having worked in the tech industry for over 10 years (including co-founding a start-up later acquired by Google), she originally started Sugarcrane as a creative outlet to express her passion for fashion.

“My work only existed on a PC display; it was always virtual, and I realized that I wanted something more tangible,” she says. "Plus most people think Google employees are all only technology focused, which isn't the case at all."

While at Google, E.K. spent her weekends creating prototypes for what would become her first line of products, which received glowing reviews from her peers as well as local merchants. After much deliberation, she decided to focus solely on Sugarcrane. “I know it’s a risky move. Google was named as the best company to work for by Fortune magazine, and it's well-earned. I’ll miss the people I worked with. But I had to follow what my heart told me,” she says. "You have to give your passions a chance."

Sugarcrane's creative concept is that it draws from classic, sometimes historical references from different cultures, and merges them into a contemporary form factor. Originally from Seoul, South Korea, E.K. had always been surrounded by a mixture of the old and new.

"Growing up, I saw a lot of change, and since coming to the U.S. I continue to be inspired by the mix of cultures and ideas I see everyday," she says. "And though Sugarcrane doesn't reveal my high-tech background, the skills and drive I honed from working at places like Google has certainly become a part of my process."

Sugarcrane products are available at www.sugarcrane.com and select retail stores in Seattle and San Francisco. For more information please visit the website or contact info@sugarcrane.com.

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