Who we are

Welcome to who’s em ?, where culture, creativity, and community come together. We are a proudly Asian-owned small business celebrating diversity, storytelling, and the art of individuality. Our name, who’s em ?, is more than just a playful question—it’s a nod to our Vietnamese roots. In Vietnamese, “Em” means "younger one," and so who’s em ? asks, "Who is our younger self?" It's a reminder of our childhood, of growing up as Asian-Americans.

who’s em ? was founded by Kennedy Dom, a Vietnamese-American woman who was inspired to create minimalistic, thoughtful designs that reflect her own experiences growing up at the intersection of two worlds. Growing up around immigrants, Kennedy often found herself navigating the complexities of blending her Vietnamese roots with her American upbringing. As she grew older, she set a goal to share her cultural roots through clothing; leading her to create a line of t-shirts that tell a story without needing to shout.

Through her designs, Kennedy channels her journey of embracing both sides of her identity. Each shirt serves as a tribute to her heritage, a celebration of quiet strength, and a statement of who she is and where she comes from. The minimalist style of who’s em ? reflects the beauty of understatement—proving that sometimes, less is more when it comes to expressing who you are.

At who’s em ?, we believe in embracing the beauty of our unique backgrounds and the shared experiences that connect us all. Whether through our curated products, custom designs, or curated experiences, we aim to spark curiosity, foster inclusivity, and bring a little joy into your day.

Thank you for supporting us and being part of this journey. We can’t wait to share our story with you—because at who’s em ?, everyone has a story to tell.