Alpha Sigma Rho (ΑΣΡ), also known as Alpha Sigs, ASR, and Lovely Ladies in Red is a sorority for service projects directed to the Asian-American community. The sorority was founded in 1998 at the University of Georgia at Athens (UGA) by 12 "founding mothers". Alpha Sigma Rho was the first Asian-interest sorority established in the state of Georgia.It is based on the principles of academic excellence, interpersonal growth, moral development, and strength in unity.