Mai Pham: An Unfiltered Q&A with the Founder of Alchemai

Ava: You started on YouTube when most kids were just trying to survive middle school. How did navigating your teens in front of a digital crowd shape your perspective?

Mai: I honestly think I’d be a shell of a person without the internet. Being online is what helped me find my footing, my confidence, and my voice. It gave me a safe space to feel confident when you normally wouldn't. As a teenager, you’re always looking outwards to your peers to feel accepted. I did too, but I never really let the bullying or external opinions get to me. I just looked at what everyone else was doing online, saw that they were successful, and knew there was no reason that couldn't be my story, too. As long as my camera has a 256GB SD card in it, she can go for hours!

Ava: How did moving to New York change your style?

Mai: Living here completely transformed my style. I didn’t think I dressed 'LA' until I touched down in New York and someone literally rolled down their car window to yell, 'Are you from LA?!' I knew right then I had to switch things up. New York forces you to evolve because the second you step outside, you're surrounded by the most eclectic people. Everyone has their own vibe, and everyone finds their niche here. It has inspired me to just buy the individual pieces I love, rather than looking online to try and curate a specific aesthetic. New York makes me feel completely comfortable just being myself and liking what I like

Ava: What is one absolute closet staple for you right now that screams "New York Mai"?

Mai: Oddly enough, my black cowboy boots. I bought them here in the city, and I wear them constantly—through winter, fall, and now all summer long with little shorts.

But if you asked me what defined my New York vibe five years ago, it was hands-down my white Maison Margiela Tabi boots. I used to walk absolutely everywhere in them. Back then, everyone would comment that I had horse hooves or looked like I had a camel toe on my feet. Now, every girl in the city is wearing Tabis! But seriously, a good boot or a great heel is an absolute necessity in New York. You just need that one reliable shoe you can walk miles and miles in.

Ava: What is the meaning behind Alchemai, and what inspired you to launch your own brand?

Mai: Alchemai is my take on alchemy—traditionally, turning lead into gold. But for the brand, it's about transformation, duality, and functionality. I truly believe your inner world reflects your outer reality; when you change your thoughts, you change how your life unfolds. We push that mindset into everything we create.

Originally, I was only interested in making one product, one size of a hoodie, because that's the main thing I wore. It started as a pure passion project that organically turned into a successful business because the community kept asking for more. We still do the drop capsule model because we manufacture everything locally in LA. I love it because each drop feels like a distinct expression that captures a specific moment in time.

Ava: If you could look back now and give your younger self any advice on this whole journey, what would it be?

Mai: Keep on daydreaming and thinking about your future self. I would never have been able to change my future if I hadn’t yearned for more and looked forward to growing up. Nothing will truly solidify a milestone for you unless you dream it up for yourself first

Ava: Can you give us a sneak peak on the aesthetic and vibe of the new collection?

Mai: The new collection is called Alchemarine, and it officially launches July 11th. The vibe is early-2000s yoga mom—it’s easily our most quiet, peaceful, and toned-down collection yet. It definitely takes the brand in a fresh direction, which I’m so excited about.

On a company level, this is also a massive milestone for us: it's our first collection developed with a proper creative team from start to finish. Having that kind of support behind the scenes has been completely life-changing

Ava: I feel like the Alchemarine collection is perfect for Bali, where you're going on your first brand trip...

Mai: Mhm, first brand trip! Created by a creator, for creators.

Editor's Note: At the time of this interview, the highly anticipated Alchemai brand trip to Bali was just days away.

Ava: You mentioned that you are having your first brand trip in Bali, Why Bali? What does that destination mean to the brand?

Mai: Bali holds a very special place in my heart. The first time I ever traveled internationally alone was to Bali, right after my 16th birthday. Plane rides are so emotional, and travel in general is so transformational. That is exactly what our brand is about—transformation—and this hoodie is the ultimate travel piece, complete with that perfect oversized hood.

I’ve been back eight times now, and we are using this launch to give back to the island. There are so many local children who have never actually seen their own waterfalls or beaches. We are donating a percentage of sales to foundations that fund day trips for these kids, getting them on buses to explore their own beautiful island.

From navigating her teenage years in front of a digital crowd to using her success to give back to the island hosting her first brand trip, Mai Pham’s journey is proof of what happens when childhood daydreams meet a drive to succeed. Keep an eye out for the Alchemarine launch on July 11th. And the next time you find yourself boarding an emotional plane ride or packing for a weekend trip, make sure you've got a trusty, oversized hood to keep you comfortable while you chase your own milestones.