BUAI is a fashion house that treats clothing as a tool for self-fashioning and each collection as an entry in a continuing archive. It designs across menswear, womenswear, bags, footwear and accessories, positioned in the advanced-contemporary / entry-level luxury tier.

The house works from a single method — Observation, Adoption, Identity — studying how people construct a self through dress, ritual and inheritance, and returning that study as garments and objects. Its vantage is that of the participant-observer: formed on the surf coast of southern Australia, then carried through New York, Paris and South America, belonging to no single place. That displacement is treated as clarity rather than dislocation.

BUAI is founded and creative-directed by Lukas Vincent, recognised as GQ Australia Designer of the Year (2017) and an Australian regional winner and international finalist of the International Woolmark Prize (2016/17). His prior label, ex infinitas was presented on the official Paris Fashion Week schedule.