Ground Zero is a Hong Kong – based progressive, design – forward fashion brand founded by brothers Eri and Philip Chu. Their work is influenced by the traditional Asian culture combined with a high-end street style element. They have developed their signature style with irregular-cut silhouettes, details in the custom embroideries, patches, unique graphic prints. Not only created through attitudes, moods, and statements but also through their anti-fashion attitude, Ground Zero distorts “counterculture” in order to reinterpret and subvert the casual look.
The Ground Zero SS18 collection finds its inpirations in the 80s which was the gold time of prosperity in Hong Kong. No matter in what industries, economy was blooming and of course including the music and entertainment scene which has nurtured a lot of super stars and Karaokes and new waves clubs. With this new collection the Ground Zero designer duo wants to capture this moment of the time that they grew up in and have been always fascinated from.