E.Y. Wada was founded by Eunyoung Song and Shuji Wada, who are the label's designers. Wada, who was born in Japan, was educated at the Japanese fashion school Mode and previously worked for Marc Jacobs, and Zac Posen. Korean-born Song previously was a designer for DKNY.

Building upon inspiration from NYC street style, the Astoria-based duo sought to achieve an edgy, yet accessible image, combining casual basics with elegant details and reinventing standard pieces with luxury materials. And they did, winning them the 2007 Gen Art Style award for best women's ready to wear.