Today we’d like to introduce you to Leo Hou.
Hi Leo, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Our journey began as part of Xiruo Apparel, a family business with deep roots in fashion. My family first entered the industry in the early 2000s, and after years of hands-on experience in design and manufacturing, Xiruo was officially founded in 2014.
Growing up surrounded by the world of fashion sparked my fascination with design from an early age — it was something I always dreamed of pursuing. After studying fashion at FIDM, I knew I wanted to turn that lifelong passion into something tangible. That’s when I asked myself: why not share this brand and its story with the world?
In 2024, I helped spearhead Xiruo Apparel’s plans for global expansion, and I saw the perfect opportunity to make that dream a reality. I founded Mortise LLC, becoming the exclusive international representative and seller of Unique Attraction in the United States.
At Unique Attraction International, we’re a young, ambitious team eager to learn, grow, and connect with people who share our love for thoughtful, modern design. We’ve already come a long way through creative collaborations and meaningful partnerships across the fashion industry. But this is only the beginning — our goal is to build a strong global presence while continuing to offer high-quality designs that combine artistry, structure, and effortless wearability.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. One of our biggest challenges has been building brand awareness from the ground up in an incredibly competitive industry. As a small, young brand, it’s not always easy to get people’s attention — especially when you don’t have the massive budgets that established brands can invest in advertising.
Starting from scratch means learning everything firsthand: how to build a strong online presence, connect with the right audience, and tell a story that resonates. But that’s also what makes the journey so rewarding. We’ve been focusing on grassroots growth — collaborating with influencers, attending events, hosting pop-ups, and networking with fashion insiders. These efforts have helped us steadily grow our visibility, and today, our brand awareness has increased significantly. There’s still a long way to go, but every step has brought new lessons and opportunities.
Another challenge has been entering an industry dominated by fast fashion. From day one, we’ve chosen to go against that current. Our focus is on timeless design, quality craftsmanship, and storytelling — not speed or trends. It’s a slower and more intentional path, but one that allows us to create something lasting and meaningful. With our own manufacturing facilities and an experienced design team, we’re confident that staying true to this vision will define our long-term success.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Founded in California in late 2024, Mortise LLC serves as the licensed international seller of Unique Attraction, with Xiruo Apparel as our headquarters. Through this partnership, we receive direct production and creative support from Xiruo, allowing us to maintain the same high standards of quality and consistency that define our brand.
Unique Attraction is one of the three major brands owned by Xiruo Apparel — a premium women’s fashion label specializing in minimalist, urban-inspired designs influenced by nature. Each collection embodies simplicity, structure, and elegance, designed to move effortlessly from day to night, from the city to the outdoors.
We’re proud to be part of a fashion group that operates over 100 retail locations across Asia and owns its own manufacturing facilities. This vertical structure gives us complete control over every stage of production — from concept to craftsmanship — ensuring that every piece reflects our commitment to precision and quality.
What truly sets us apart is our philosophy of intentional fashion: creating timeless designs that empower women to express confidence without excess. We also strive to make high-quality fashion accessible, offering thoughtfully crafted pieces at affordable prices, giving our customers the best value without compromising on quality. At Unique Attraction, fashion is personal, purposeful, and enduring — pieces that stay relevant far beyond a single season.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Launching a new brand in today’s global market is, without question, a major risk. When you’re starting fresh, there’s no guarantee of success — and the investment, both financially and emotionally, is significant. But we’ve always believed that meaningful growth only happens when you’re willing to step into the unknown.
For me personally, this has been a leap of faith — following my passion and bringing a new brand to life in a completely new market. Every challenge we’ve faced has shaped our perspective, strengthened our team, and refined our vision.
At the end of the day, I’ve learned that the greatest risk is not trying at all. Building something from scratch takes courage, patience, and resilience — but it’s also what makes the journey so fulfilling. We’re still writing our story, and that’s the most exciting part.
Pricing:
- Highest price to lowest: $62-$199
- Average price: ~$100
- Dual-Tone Casual Jacket :$142
- Luxe Wool Blazer:$132
- Sleek Knit Tank Dress:$99
Contact Info:
- Website: https://unique-attraction.com/
- Instagram: https://www.instagram.com/uniqueattraction_official/
- Facebook: https://www.facebook.com/profile.php?id=61572794781941
- Youtube: https://www.youtube.com/@UNIQUEATTRACTION-Official
- Other: Pinterest:https://www.pinterest.com/uniqueattraction_official/_created/
