Seventy Two Changes was a fashion brand founded in 2009 in New York City, by the American apparel company Truth & Pride and Taiwanese singer Jolin Tsai.

[1][2] Ken Erman, who served as the president and co-founder of the American fashion brand L.A.M.B., stated that he is a lover of all types of music.

[5] Tsai attended the brand's launch event in the SoHo Showroom of Manhattan, where she announced that the first season's collection would be music-themed, featuring four series: "Rocker Chic", "Disco Glamour", "Street Jazz", and "Girly Sweet", with a total of 100 styles.

[7][8][9][10] In February 2010, Tsai attended the brand's fall/winter collection launch in New York City, where the season's theme was "Flamenco", with four series: "Pop Electronica", "Rock Urban", "Gypsy Romance", and "Timeless Luxury".

Tsai indicated that she might later create a new fashion brand for online sales, while Erman shifted his focus back to managing Truth & Pride.