The HUB - Journal_2015

A SELECT TRADE SHOW FOR INNOVATIVE & CREATIVE EXHIBITORS & RETAILERS FROM THE ASIA-PACIFIC & BEYOND
TOMORROW’S
MULTI-BRAND RETAILERS
We round-up the top select stores in the
region with feature article on Shine* founder
Gary Wong
MALAYSIA’S
HOTTEST NEW DESIGNER
Edmond Ooi discusses being hand picked by
Giorgio Armani to showcase at Teatro, Italy
MEGATRENDS FOR 2015 – 2016
Executive Vice President of WGSN Richard
Isham Sardouk tells The HUB about
‘Disruptive Innovation’
EMERGING DESIGNERS
We review Asia’s fiercest new designers –
these names you will want to remember
4th edition - 12-13 March 2015

The Journal 03.
Editors NOTE
4th Edition,
12-13 MARCH 2015
It was a real hono r to be asked to
guest edit The Journal for The HUB’s
4th Edition. Despite global criticism of a
copy culture, I really see Asia at a
tipping point. Innovation always takes
place when economies are strong,
and APAC is riding a boom. So while
the world watches on, now is the time
for local stars to rise up and meet the
global demand. Whether is ‘disruptive
innovation’ or merely stepping up to the
plate we all have a part to play in how
Asia can shape the future of fashion,
design and multi-brand retailing.
Its important we do not remain idle and
deliver what has been tried and tested.
As the landscape shifts dramatically, we
need to see more events like The HUB on
our doorstep. We need more platforms
for emerging talent to be discovered
in unique trade and commerce setting.
We want to see more multi-brand
lifestyle stores give a level playing
ﬁeld for East and West brands to be
experienced by evolving consumers
who demand choice for freedom of
expression delivered in original settings.
For your reading pleasure, the editorial
team has taken a look at the prominent
and inventive select brand retailers
setting regional standards and we
met notable industry leads to discuss
the importance of brands, lifestyles,
trends and the future of multi-brand
retailing. We’ve unearthed some of the
most noteworthy designers coming
out from the region and reviewed a
selection of the pioneering international
labels exhibiting at The HUB.
We hope you enjoy reading
The Journal as much as we
enjoyed pulling it together.
Happy reading, Thomas
THOMAS EMPSON
Brand Manager
at Raffles
Hong Kong
Make sure you stay in contact -Sign up to the e-newsletter.
Review the blog frequently. Follow us on Instagram, Facebook, Twitter
& Weibo
CO-FOUNDERS Richard Hobbs & Peter Caplowe
EDITOR Thomas Empson
FASHION EDITOR Krisha Sia
EDITORIAL ASSISTANT Cindy Xie
DESIGNER Richard Boyle
PHOTOGRAPHERS Andrea Pun - andreapun.com | Egill Bjarki - egillbjarki.com
HUBJournal
T H E
OUR PARTNERS
!"!!#
$%&'()%&'the girl’s guide to everything hong kong

05.
18.
19.
24. 26.
28. 30.
10. 12.
16.
MULTI-BRAND SPOTLIGHT
EXHIBITING BRANDS
INTERVIEW: DIENASTIE
INTERVIEW:
FLYING
ZUCCHINIS
PENTAHOTEL
REVIEW
GREENHOUSE:
YOUNG DESIGNERS
MULTI-BRAND
RETAILERS
SHINE
INTERVIEW:
RICHARD
ISHAM
SARDOUK
OF WGSN
INTERVIEW:
EDMOND OOI
LIFESTYLE VERSES TRENDS
INGRID ANDIC’S
RETAIL TREND
LOUNGE
14.
CONTENTS
04 The Journal 05
The SPOTLIGHT
Refreshingly, unlocking the ultimate multi-brand retailers
in Greater China proves to be a greater task year-on-year.
The HUB has been out and about reviewing the latest
as well as the best select stores.
Here is a round up of some essential visits in the region:
The Journal
Photograph:EgillBjarki

THE FASHION DOOR (TFD)
The Fashion Door has selected some of
the coolest mens and womens threads
in the city. This inimitable store pays
homage to textiles and designs coming
from new emerging talent of China.
The store is modern and sophisticates
and creates several focal areas to cause
fascination. Here you can find up and
coming labels like May J, Manmade
Natural, Three Society and Ricostru.
tfd.hk
Shop A12, 8090 Youth Fashion
House, Mall of the World, Tianhe District
#Menswaer #Womenswear
#EuropeanBrands
#ContemporaryAsianDesigns
DRESSING FOR FUN
Since the store opened in 2012,
DressingForFun continues to live
up to its name. Catering to young
creatives, their ethos is “have fun” in
their creative city. The cute and quirky
store has two halves; ‘black&white
box’ and ‘rainbow house’ that certainly
deliver a head-turning impact.
DressingForFun select new and
young designer brands from all
over the world, with a real eye
for colourful pieces, interesting
silhouettes and creative fabrics
To further raise the profile of the light-
hearted and vibrant dwellers of modern
Chengdu, DressingForFun recently
launched Funzine, a monthly magazine
introducing the hip people about town
dressingforfun.com
No.22-24 GanHuaiShu Street,
JinJiang District, Chengdu City,
#Menswear #Womenswear
#IndependentLabels #Fun
FAIR MINERVA
Combining high tea and shopping
in Chengdu, Fair Minerva is hiding in
one of the quieter streets of town,
but that doesn’t stop the windows
screaming out for your attention. The
wonderful windows displays entice
your attention and on entering the
store the ‘Fair Minerva experience’
begins. Housing many European
designers, the carefully orchestrated
environment cleverly unites store
layout and product in a way that allows
everything to breath. From feature
furniture scenes, sticking mannequins,
brilliantly edited collections, an in-house
flower shop down to the contrasting
cold metal staircase, the minimalist
organisation with the right interjection
of quirky subtly evoke all the senses.
fairminerva.com
15-16, Xiaokejia Alley, Jinjiang
#Menswaer #Womenswear
#EuropeanBrands
#IndependentDesigners
CHENGDUGUANGZHOU
Fair Minerva
Dressing For Fun
The Fashion Door
Brand New China (BNC)
Radiance-Blue
BRAND NEW CHINA (BNC)
Producer of iLOOK magazine, blogger,
celebrity and diligent promoter of
homegrown Chinese designers, Hong
Huang is well known to those in the
know. Her store, Brand New China
(BNC), strategically positioned in the
evolving Village North complex among
the likes of Versace and Lanvin, gives
a unique platform for up-and-coming
domestic designers to build their
presence in the market and be seen. This
Beijing boutique caters to the escalating
demand from more adventurous,
unique and cutting-edge pieces from
local designers. This charming store
is divided into two sections to show
both fashion and industrial designs
and host’s a hundred works by fashion,
furniture and accessory designers.
brandnewchina.cn
NLG-09a, Taikoo Li North,
19 Sanlitun Road
#Contemporary #Furniture #Accessories
FEI SPACE
Originally the home of founder and
creative director Lin Jing, Fei Space
is a unique and eclectic shop in the
heart of the trendy 798 area, the
famous hub of Beijing’s contemporary
art scene. This destination store, for
trend setters and those in the know,
displays an eclectic well-edited
mix of high-fashion and high-street
pieces, complemented with high-
energy installations and contemporary
furniture on sale too. Stocked designers
include Christopher Raeburn, Native
Youth, Le Specs and Dienastie.
feilook.com
Second floor, Building 1, Jiuxianqiao
Lu, Area B, Chaoyang District
#Contemporary #Furniture
RADIANCE-BLUE
A sanctuary for those who live and
love the denim and vintage lifestyle,
RADIANCE-Blue specialises in carrying
vintage-inspired and handmade denim-
centric fashion pieces from all over the
world. While selling premium jeans-wear
they also add various antique finds
throughout the boutique to entice the
vintage hunter-gatherer. RADIANCE-
Blue is inspiring a work-wear revolution
and championing the subtle ‘vintage’
lifestyle rising up in the East. Brands
include Rising Sun and Red Cloud.
radiance-blue.com
36 Fangyuan West Road,
Beijing, China, 100016
#Menswear #womeswear #Denim
#Vintage #Workwear #Casual
BEIJING
06 The Journal 07The Journal
Fei Space

The Journal08 The Journal 09
ALTER
Designed by Francesco Gatti, founder
and chief of innovative design studio
3GATTI, ALTER is a charming and
nonconventional concept store situated
in the trendy Luwan District: a pivotal
design-oriented part of Shanghai.
Conceptualised by owner Sonja Long,
ALTER offers some of the finest
creations by European fashion designers,
many still new unknown in the Far East.
The striking interior design and carefully
edited selected garments and brands
are all pulled together with exceptionally
quirky visual merchandising and displays
with mannequins defining gravity on
the ceiling, infinity mirrors in the fitting
room, and well curated intimate lighting
the luxury aesthetics are unquestionable.
shop.alterstyle.com
Shop L116, No.245 Ma Dang
Road, Luwan District, 200021
#Womenwear #Conceptstore
#Nonconventional
XINLELU
Bridging the gap between fast
fashion and luxury brands, Xinlelu’s
new boutique in Shanghai’s French
Quarters is the prefect extension of
their online store. Bringing together top
independent fashion designers from
Asia and beyond, Xinlelu offers well-
made, individual pieces at an accessible
price in comfortable surroundings with
personalised service. The physical store
is a cozy home-from-home haven for
the loyal online customer database to
now experience the edited collections
in close detail. Featuring custom-
designed furnishings the intimate
space blends the lines between an
inviting living room and fashion store - a
place for women to shop and relax.
xinlelu.com
414 Shaanxi Bei Lu
(x Beijing Xi Lu), Shanghai
#Boutique #IndependentDesigners
#Womenswear
TRIPLE MAJOR
Since opening in 2012, Triple-Major
Shanghai has become a prominent
multi-label retailer for independent
fashion labels and designers the globe
over. Recently expanded from a single
floor space to occupying the full four-
story building, the 300 square meter
store has a façade of striking distressed
concrete. As you navigate through the
whimsical store each area is given its
own personality through quirky displays.
Aside to apparel the lifestyle store
introduces us to numerous other
creativity labels in homeware, lifestyle
products and independent publications,
which is in fitting with the locations
heritage as a prominent publishing area.
triple-major.com
No.1, 25 Shaoxing Lu, Huangpu District,
#Menswear #Womenwear
#ConceptStore
DELSTORE
A concept store with a well-edited
collection of known brands and new
finds, Delstore is potentially one of Hong
Kong’s best-kept secrets. Neatly tucked
away in the trendy Wan Chai area, this
store for those who seek out fashion
apparel and experiential retailing at its
most modest. The store is a must visit
for the gentlemen about town that like
quality and attention to detail in every
piece. Brands include Arts & Science,
BlueBlue, Nanamica, Kapital and Yaeca
delstore.co
No.2 Sau Wa Fong 7 No.3
Schooner Street, Wan Chai.
#Menswear #Tailoring #Gentlemen
#Edited #Denim #Quirky
D-MOP
Presented as a movie theatre, this
D-Mop store is clearly dedicated to
exploring and advocating unique and
cutting-edge designs and supporting
bright new talent. This lifestyle store
provides edgy in-store displays and
up-beat music to get the head nodding.
Young, energetic and aspirational, the
store and its staff present a way of life
that is intriguing. Staff are on hand to
offer styling advice, and educate you
on the in-store art, music and anything
you need to know happenings in town.
d-mop.com
Shop B205-206 & B208-209, B2,
K11,Tsim Sha Tsui, Kowloon
#Energetic #Youthful #Eccentric
#StreetWear #StreetStyle
MHT
MHT is a new lifestyle boutique in
Shanghai offering a unique setting and
timeless pieces. Arriving through the
courtyard, you are transported into
a world of sophistication, confidence
and style. The store attracts individuals
seeking the best in quality, elegance
and functionality. The MHT family travel
far and wide to discover high-quality
clothing and products with attentive
details from the world’s leading fashion
and design innovators. Each piece is
‘carefully handpicked with the intent to
surprise and to push the boundary of
fashion beyond trends and logos’ say’s
founder, Jane Zhang.. Going against
the grain MHT provides “slow-fashion”
in a peaceful and tranquil setting.
www.mianhuatian.com
564 Chang Le Road, (Near
Shan Xi South Road)
#Menswear #Womenswear #Minimalist
SHANGHAISHANGHAIHONG KONG
Xinlelu
Triple Major
Delstore D-mop
MHT
Alter

S
hine* is always hailed as one of Hong Kong and
China’s most admired select shopping destinations for
chic and avant-garde fashion lovers. Merchandising
Director Gary Wong and his team of buyers are dedicated
to bring unconventional style and individuality to fashion
forward shoppers. Gary believes this is the reason why the
trendsetters, celebrities and unconventional artists return
to Shine* season after season. From ambiance to customer
services, décor to a multitude of innovative brands - Shine*
delivers. The Journal was lucky enough to grab 30 minutes
with Gary while in town between jetting off to tradeshow
from tradeshow.
The HUB: Hi Gary, tell us how Shine* come about?
Gary: Following graduating in Canada and during trips to
London and Paris, I noticed that there was a strong presence
of multi-brand retailers in European fashion capitals from
independent boutiques to large scale departments stores.
Back then, other than Lane Crawford and I.T, which was only
a small chain then, I noticed a huge market potential. Hong
Kong was not being offered the same choices so I could see a
massive opportunity for a more independent chain.
What inspired the Shine* store concept?
Hong Kong was missing a good range of European imports
lesser well known to the staple designers in department stores.
I simply wanted to give a platform for these new brands to
‘shine’ in Hong Kong while giving fashion savvy customers
more choice and freedom to express their style.
What inspired you to move Shine* into China?
In the build up to the 2008 Beijing Olympics, you could really
sense a shift in the dynamics of China. For the first time China
was presenting themselves on a global platform - on an equal
playing field. You might say that then customers were not
‘trendy’, but with this global encounter customers became
more educated with what other influences there were on offer.
We followed the growing demand for more choice and I have
always felt a strong synergy with Beijing.
How do you buy for the different locations?
We adopt two buying strategies. In Hong Kong we are more
experimental. We have been here for longer and know our
customers really well. We know what they will find interesting
so mix up the levels while also having long term partnerships
with brands that resonate with Shine* customers. In China
the spending power is higher. There we work more with
established brands with a larger edit. Once we have trialed a
new brand in Hong Kong for a few seasons, with good take-
up, we move them into Beijing. But Chinese consumers tastes
are shifting rapidly. They are becoming much more educated,
sophisticated with foreign influences, its great to be a part of
it.
What are the biggest challenges for multi-brand retailers in
the Asia Pacific?
There are a lot of external factors at the moment that you have
little control over. There is a big trend in personal shopping
taking customers away from the stores, also online shopping.
There is a trend too where people see your concept doing
well so they copy it and set up shop, right on your doorstep. I
support fair competition but to set up on the same doorstep
is just rude. People need to differentiate and give a little
distance. There is also the blurred line between high-end and
high street. Brands like TOPSHOP and COS, especially in Asia
where stores sit right beside each other, rival the style, which
is misleading.
So how do you overcome these challenges?
You just have to stay ahead of the competition and buy smart.
We have a long-standing loyal customer base. They trust in us
to find them what is new and next. We play around with our
recipe as trends die fast, but timeless is timeless. Added to
this is allot of dedication and effort. I ensure the full team is
knowledgeable on what’s happening in the marketplace so we
are one step ahead. We offer quality and individualism for self
expression and that’s key.
Can you name some of your biggest customers?
Some of our loyal celebrity clientele includes; Chinese actor,
singer and model Huang Xiaoming, music artist Shu Qi, actor
Zhou Shou, canto-pop group Twins: Charleen Choi and Gillian
Chung, and actor Joey Yung.
Finally, how does The HUB weigh up as a trade show?
Gary: Hong Kong didn’t have any trade shows worth talking
about before. The HUB needs to continue to bring in powerful
brands that will continue to build over time. You also have to
ensure you continue to offer a platform for the exciting new
designers coming out of South East Asia – this is what we are
all looking – who is the next big thing coming Taiwan, Malaysia,
Korea etc so we can discover them on our doorstep.
The Journal The Journal
ShiningTHE LIGHT
FOR MULTI-BRAND RETAILING IN ASIA
You just have to stay ahead of
the competition and buy smart.
We have a long-standing loyal
customer base. They trust in us
to find them what is new and
next. We play around with our
recipe as trends die fast, but
timeless is timeless.
Shine*’s brands include KTZ, Yoji Yamamoto Pour Homme, Preen, Tricot Comme Des Garcon and Frankie Morello to name a few. The chain of stores
are a must visit - getting the select multi-brand retailing recipe right for over a decade and constantly sparking excitement in our fashion neurons.
Shop B, G/F., 5-7 Cleveland Street, Fashion Walk , Causeway Bay
shinegroup.com.hk

R
ecently appointed as Executive
Vice President at WGSN in
London, United Kingdom,
Richard Isham Sardouk is leading
the company’s global vision and
creative direction for the new WGSN
Mindset consulting services.
Richard has over 25 years experience
working in trend forecasting covering
United States, Europe, Middle East and
Africa (EMEA) and Asia and Pacific
(APAC). Added to this is a Résumé that
features the biggest names in trend
forecasting; Stylesight and Promostyl.
Specialising in the development of
retail fashion trends for menswear
and womenswear, intimates, footwear,
beauty and accessories, The HUB
collared Richard for some future insight
after a recent visit to Hong Kong.
The HUB: Hi Richard, what are WGSN’s
trend predictions for AW15 and SS16?
Richard: This season’s overarching
theme “Disrupt to Innovate” invites
us to challenge the way we think and
to walk away from linearity in order
to provoke disruptive innovation.
Disruptive innovation is not just
about the “new”. It’s a discovery,
a breakthrough – a creative
milestone – that not only disrupts
the norm and changes the game,
but also creates a paradigm shift
that leaves its competition and
predecessor looking obsolete.
Regardless of what we believe, we are
all capable of disruptive innovation;
we just have to push ourselves to look
beyond the familiar and question why
we continue to do the same thing
over and over in the same way.
Of course, we are creatures of habit,
but it’s in the letting go that the magic
really happens. Creating new tensions
with new elements, dislocating standard
procedure and allowing new thoughts
to enter into the creative process
is where creativity really thrives.
In your eyes, what impact is China
having on the world of fashion?
China is starting to have an impact
on the world of fashion yet it is
not where it should be. There are
many great new Chinese labels
and designers, the challenge now
is to be able to compete with the
big players and bring a disruptive
movement that can have longevity.
Fashion is about newness and
innovation, it’s about the excitement
that a purchase can provide, the perfect
customer experience and a sort of
secret recipe that will keep the customer
coming back asking for more, in other
words innovation, experience and
loyalty and these can only be delivered
when a market has full control of the
quality and the image associated with.
What Asia cities are you
keeping a close eye on?
Tokyo is always a great place for
denim and sportswear, Seoul always,
Shanghai and Hong Kong.
The Journal12 The Journal
Disruptive innovation is not just about the “new”.
It’s a discovery, a breakthrough – a creative milestone –
that not only disrupts the norm and changes the game, but also creates a paradigm shift that leaves
its competition
& predecessor looking obsolete
The Journal The Journal
Disruptive
INNOVATION
RICHARD ISHAM SARDOUK, WGSN
Megatrends for S/S
16 were built around
the same principle: the
concept of odd marriages
to create new aesthetics.
1.
In Monumental, futurism
is paired with primitivism
where Neolithic structures
are voluminous and
polished at the same time
2.
In Visceral, we let the
active sport influence
flirt with a darker world
of light and fantasy
3.
Sartorial continues the
homage of etiquette
dressing yet turns it
upside down, adding
a fun quirkiness and
a bolder stamp.
4.
Moving into softer
territory, Graceful is
the marriage of the
fragile and pure, a
beautiful combination
that oscillates between
the dainty and delicate.
13
Photographs:EgillBjarki

Malaysian
TAKES THE WORLD BY STORM
INDIVIDUALIST
14 The Journal The Journal 15
The HUB: So Edmund, how was it being handpicked by Giorgio Armani
to showcase at Teatro?
It was a few weeks ago now, but surprisingly but it feels like forever. It’s an
amazing opportunity and I truly felt honoured. Words cannot express how
gratifying it was as a young designer to be chosen to show in the Giorgio
Armani theatre.
What is the concept behind your Milan debut collection?
Honestly - I base my collections on myself. I have a fascination with science
fiction and often I begin with that concept, and the design process progresses
from there.
Why did you choose to get involved with menswear?
Menswear has many more restrictions than womenswear. My goal is to break
them down bit-by-bit. I know that it’s a challenge, but I like to push my limits.
What made you decide to carve your path in fashion?
Edmund: My Mother was a tailor when I was younger so clothing design was
always around me. I was fortunate enough to received a scholarship for my
training in Malaysia and decided to pursue further studies in Antwerp.
Why did you choose Antwerp?
It was a very long distance for me to go all the way to Antwerp but it was
there that I believed I could reach my full potential. I truly admire what they
(Royal Academy of Fine Art) do, therefore it felt right to step out of my
boundaries for opportunity. The experience has definitely helped me form
my own aesthetics in design.
How would you differentiate the Malaysian and Antwerp design scenes?
Back in Malaysia, the warm climate confines us to designing for the spring/
summer climates, compared to Antwerp where there are two seasons. I find
this much more interesting. When you create fall/winter clothes, there is
more to play around with, despite the time-consuming process.
E
merging menswear spearhead Edmund Ooi is already galvanizing the East
and West with his graphical compositions and electrifying aesthetics.
Being the youngest laureate to showcase his first collection at nineteen
and upholding impressive titles including ‘Most Promising Designer Award’
and ‘Best Avant-Garde Designer’ during Malaysia International Fashion Award
(MIFA), Edmund proves age is no hindrance to calibre.
Edmund was selected to showcase in the Armani Teatro this fall by fashion titan
Giorgio Armani himself. His signature designs are breaking down all gender-related
silhouettes and blurring the fashion lines that define traditional mens and womens
tailoring to make way for a new genre: ‘Everyone’. Featuring spatial elements from
the content of sci-fi and archetypal precision, his cleaver designs are supported
with a series of cutting-edge graphics on volumized structures.
Edmund Ooi is undoubtedly creating ripple waves beyond the niche in his Milan
debut. The HUB were lucky enough to catch-up with Edmund on route to the
airport to select fabrics for his next collection:
What do you distinguish between
Eastern and the Western aesthetics?
It’s very difficult to characterise. Nowadays
there are a lot of upcoming Asian designers and
their works are auspicious as well. In terms of
fabrication or design, you can’t really judge, at
all, with the world being so connected, merging
styles are apparent in the industry.
Would you consider integrating
cultural aspects to your designs?
I would love to do something about Asia
sometime in the future but I don’t think I’m
ready for that yet. First off, I want to uphold an
international perspective and explore the rest of
the world before I get back to the core.
What is next for Edmund Ooi?
I want to break away from the sharpness and the
shape of science fiction from my past collections.
Hence, this time, utilising more natural-looking
fabrics. Actually, I’m heading to Paris now to
choose fabrics for my next collection.
It’s very difficult to characterise. Nowadays there are a lot of upcoming Asian designers and their
works are auspicious as well. In terms of fabrication or design, you can’t really judge…at all.
With the world being so connected, merging styles is apparent in the industry.
edmundooi.com

F
ashion follows a cycle, shifting
from an introductory phase to
obsolescence. Some trends
sustain for longer, some die down
quickly while some come back years
after their original decline. So is there
a measurable time period for this rapid
fluxing cycle?
A highly–respected fashion historian
James Laver, curator of Victoria and
Albert Museum in the late 20th century,
once famously quoted a timeline of
how a styles are measured. He stated
‘A trend, when worn ten years before its
time is indecent, one year before its time
is considered daring, during its peak is
smart and ten years after is just plain
fashion suicide’.
However, things have changed –
massively. Driven by technological
innovations and the profound effect of
socialmedia,thetimelinehasdramatically
sped up. A trend can go viral overnight
through all the ‘hashtags’ on Instagram
and ‘shares’ on Facebook, the swift hype
of sports lux is a prime example. Clearly,
what is ‘in’ or ‘out’ is now strongly in the
hands of the consumers and at the tap of
a touch screen.
We are in the prime of the millennial age
of fashion with a tech savvy GenZ hot
on the re-pins. A traditional bi-annual
spring/summer and autumn/winter
seasons now come with select pre-fall
and resort collections. Consumers call
for constant newness and brands need
to respond to this demand. Fashion
retailer behemoth Zara has transformed
the process of the whole fabric industry,
taking merely two weeks to take a
product from runway to rack, so how do
fashion brands keep up or adapt?
Pierre-François Le Louët, president of
Paris-based trend forecasting agency
NellyRodi said to Business of Fashion,
“You don’t sell the product of the season
that well anymore, the most important
thing is to work on your brand identity,
who you are, how you differentiate from
your competitors...”
So are brands moving away from being
trend-focused to lifestyle attentive?
By firmly associating with a particular
way of life brands can develop strong
emotional relationship that can build on
consumers’ lifestyles, encouraging them
to adopt specific brands and product
ranges.
The critically acclaimed Adidas by Stella
McCartney, associated with the fitness
to fashion subculture, premises on the
idea that workout clothes should be
functional and feminine, a tip of the hat
to the reality that women wear gym togs
on a regular basis for functional wear
and not purely exercise. For ten years
now, the long-term collaboration has
successfully grown to include several
athletic disciplines including running,
gym, yoga, tennis, swimming, golf,
winter sports and the traumatic dash
from home to the office.
However, as several brands continue
to fight for a share of the sport-chic
marketplace, brands have to keep a
laser-sharp eye on consumers shifting
perceptions and changing lifestyle
demands. As customers mature they
inherently drift into different lifestyles
and their requirements evolve. So is
there a way we can transcend lifestyle
trends and remain relevant for more than
a few years?
Can brands create stories that penetrate
our psyches at a deeper level, creating
an intimate bond and understanding
that entwines with our aspirations,
hopes and dreams? If we can resonate
with individuals at this level can we truly
nurture brand ambassadors that become
lifelong advocates.
BY KRISHA SIA
Lifestyle VS. Trends
“A trend, when worn ten years before its time is indecent, one year before
its time is considered daring, during its peak is smart and ten years
after is just plain fashion suicide.”
James Laver
Join in the debate & have your say on our LinkedIn profile
We are in the prime of the millennial age
of fashion with a tech savvy GenZ hot on the re-pins.
A traditional bi-annual spring/summer and autumn/
winter seasons now come with select pre-fall and resort
collections. Consumers call for constant newness
& brands need to respond to this demand.
Photograph:AndreaPunPhotograph:AndreaPun
Photograph:EgillBjarki

The Journal 19The Journal18 The Journal18
Retail Trend
WITH INGRID ANDIC
LOUNGE
Don’t miss your chance to meet with Ingid.
Send The HUB an email and we will clarify available timeslots: visit@thehub.hk
F
ormerly of WGSN and Stylesight,
Ingrid Andic is a trend specialist
with widespread experience.
With an understanding of the world
of trends, consumer brands and
consumer behaviour, Ingrid will
host a range of informal sessions to
discuss how the likes of Omni-Channel
Retailing, Big Data, Beacons and
Constant Connectivity will impact and
deﬁne physical retail environments
in luxury and fashion retail globally.
‘If we observe the evolution
of the high street in the past
decade, giants in music &
photography retail have
disappeared overnight. As
pioneers of brick-and-mortar
select concepts stores, we
need to adapt to the growing
market of e-commerce.
Now is the time to step up
& understand how you can
deliver experiential retail
environments to drive
customer acquisition and
retention & quite frankly
technology cannot be ignored’.
Ingrid Andic
Visiting from the UK, Ingrid brings
years’ of experience in both innovative
and analytical approaches to trend
forecasting. Working previously
as a Trend Specialist at WGSN
and Stylesight, London, Ingrid has
experience working with clients
across several industry sectors
including apparel, textiles, home
furnishings and automotive.
Formally speaking at other international
trade shows Ingrid relishes meeting
industry professionals to discuss
how to make trends actionable so
decision makers can make informed
decisions and validate new concepts.
The HUB could not miss the opportunity
to invite Ingrid to host this series of
exclusive forums over the course of
our two-day show. These informal
sessions will provide insight, inspiration
and information in the future of
retail set in a relaxed atmosphere.
The EXHIBITORS

A selection of brands
showing this season at
THE HUB:
12-13 MARCH 2015
The Journal20
ExhibitorsExhibitors
The Journal 21
FIVER
FROM: Italy
FOUNDED: 2012
COLLECTION: Menswear
Fiver is driven to
change direction from norm,
presenting a collection
of wardrobe essentials.
Crafted with the finest
materials, finishes, colors and
handmade ornaments, Fiver
blends street classics with
pop memories that create an
original contrast where you
can express your own style.
Urban, sporty, funny elegant,
sophisticated – This is Fiver.
fiver-jeans.it
5 PREVIEW
FROM: Sweden
FOUNDED: 2008
& Womenswear
5PREVIEW began in
2008 in a small apartment
in Rome when Swedish
designer and illustrator,
Emeli Mårtensson, decided to
release a small, graphic tee
shirt collection of 5 pieces.
Her expressive illustrative
style and ironic, bold imagery
became quickly popular and
the label expanded from
a small tee shirt line into a
complete women’s collection.
5preview.se
LOCAL
PEOPLES DENIM
FROM: Melbourne
FOUNDED: 2010
COLLECTION: Denim
Local People Denim
was founded in 2010 by
Giuseppe Demaio, Creative
Director of Local People,
a Melbourne based design
studio supporting brands
with a focus on making
positive social impact
through design. They source
only the highest quality and
unique fabrics from Japan,
mainly from Kojima, in the
Okayama Prefecture. Their
fabrics come from some of
the most esteemed mills in
the area, who continue to
break boundaries, using a
combination of traditional
and modern methods and
practices. The jeans are raw,
simple and essential. No
washes, no gimmicks just
the perfectly crafted pair.
localpeopledenim.com
WHATEVER
FROM: Hong Kong
FOUNDED: 2014
COLLECTION: Womenswear
WHATEVER is an
independent Hong Kong
contemporary fashion
designer label founded in
2014 by fashion designer
Lun. The brand concept
draws inspiration from sport,
modern and attitude. He is
eager to create the simple
casual attitude, indulgent
slightly rebellious and one
with a relaxed aesthetic and
focus on easy simplicity
with sporty element.
whatever.hk
ANDREW MAJTENYI
FROM: London
FOUNDED: 2009
Unlike most fashion
designers who start with
a sketch, Andrew Majtenyi
gets his inspiration from
the textures, colour
and feel of the fabric.
Andrew has designed f
or the film and television,
and has has worked on
numerous productions.
andrewmajtenyi.com
SAU CLOTHING
FROM: Hong Kong
FOUNDED: 2009
Inspired by the bold,
eclectic women of Hong
Kong. SAU is the answer to
modern working women all
around the world who have
a love for fashion, and who
aren’t afraid to stand out.
sauclothing.com
NEUW
FROM: Sweden & Australia
FOUNDED: 2001
COLLECTION: Denim,
Menswear & Womenswear
Inspired by traditional
denim pattern making and
tailoring, NEUW collects the
best jeans fits, fabrics, details
and finishes from the past
100 years, and re-cuts the
jeans and re-develops the
fabrics to be right for now.
neuwdenim.co
ÉVOCATEUR
FROM: U.S.A
FOUNDED: 2009
COLLECTION: Accessories
A collection of alluring,
art-driven jewelry fuses
innovative design with
glamorous sophistication.
The jewellery’s inimitable
style features striking
images inspired by
old world civilizations,
African safaris, romantic
impressionistic gardens, as
well as abstract renderings
and whimsical designs.
Capturing the art and luxury
of handmade jewellery,
each piece becomes a
modern heirloom, evoking
memories and stories.
evocateurstyle.com
The EXHIBITORS

GLOVERALL
FROM: London
FOUNDED: 1951
& Womenswear
Gloverall is the
archetypal luxury British
Designer brand, famous
for Original Mens and
Womens Ladies Duffle
coats, Original Monty, British
Naval Reefers, committed
to superior craftsmanship
and impeccable details
season after season for
the past 60 years.
gloverall.com
WHYRED
FROM: Sweden
FOUNDED: 1999
COLLECTION: Accessories,
Menswear & Womenswear
Whyred was born out
of the need for a brand
embodying the modernist
credo of dresswear by the
style conscious. Whyred
brings iconic styles back
in a modern version. The
brand is all about contrasts,
fashion well made, and
art, music & tailoring.
whyred.se
HARRIS WHARF
FROM: London
FOUNDED: 2009
& Womenswear
Harris Wharf London
originated back in 2009,
following the opening of
it’s own multi-brand store,
Workshop, located in the
antiques market of Camden
Passage in Islington, London.
The vibrant North-
East London atmosphere
inspires the menswear and
womenswear collections
while the craftsmanship
comes from the founder’s
family factory in Turin, Italy.
harriswharflondon.co.uk
DA+PP
FROM: Thailand
FOUNDED: ???
& Womenswear
DA+PP has “accidentally”
emerged from their team’s
geeky youthfulness, love of
abstract art and for their
brand’s enjoyment in twisted
humour. Experimental
and edgy, their fashion is
always market fresh, their
style funky and their store...
punchy. They are the Pied
Piper for Posh and Pure
people everywhere, splashing
colours into our collections;
patching prints onto form-
fitting canvases and adapting
this indie philosophy across
accessories. That’s not to say
DA+PP’s rebelliousness strays
from their 30 years of brand
heritage: crisp tailoring,
quality craftsmanship, and
passion for details. They
are simply an affordable
excellence you will find in
every DA+PP product.
da-pp.com
SANDERS
FRO
FOUNDED:
COLLECTION
Sanders & Sanders
Ltd. was established by
brothers William and
Thomas Sanders of Rushden,
Northamptonshire. As
apprentices, the brothers
had a dream of setting up
their own label before finally
pursuing and realizing their
dream. The result today
is a shoe label of English
elegance, run today within
the fourth generation of
the Sanders family.
sanders-uk.com
THOMPSON
OF LONDON
FROM: London
FOUNDED: 2010
Thompson London is
renowned for its exclusive
cufflinks and distinctive
fashion accessories. With
innovative and inspirational
designs, Thompson London
offers a range of styles from
contemporary to classic.
From the very beginning
of commercial success,
Thompson London has been
able to push the boundaries
of design, presenting exciting
and original concepts to its
customers in every collection.
thompsonlondon.com
ESPEROS
FROM: U.S.A.
FOUNDED: 2012
ESPEROS came to life
shortly after its founder,
Oliver Shuttlesworth,
returned from a trip to
Central America. After
witnessing the debilitating
effects of extreme poverty
on children in those areas, he
became resolved to create
a sustainable solution that
would equip children in
the developing world with
the tools needed to build a
brighter future for themselves
and their communities for
generations to come.
esperosbags.com
Exhibitors
The EXHIBITORS
A selection of brands
showing this season at
THE HUB:
12-13 MARCH 2015
HIDDEN
FROM: Hong Kong
FOUNDED: 2013
COLLECTION: Womenswear,
Ready-to-wear
Emma Wallace is a British
fashion designer in Hong
Kong. Known for her custom-
made red carpet gowns and
elaborate costumes, in A/W
2013 Emma launched her
first ready-to-wear brand.
The Collection is called
HIDDEN. So named because
of her love for that wonderful
feeling of hunting through
deep dark vintage shops
and finding that hidden
gem that you have to buy.
emma-wallace.com
Exhibitors

The HUB (TH): We love the brand and what it
stands for. Can you tell our readers about the
Dienastie ethos?
Erik: Most people today tend to be drones
following others expectations. Dienastie is
about breaking free and creating a new set of
essentials, it’s about taking that leap of faith, the
jump which society makes us fear so much - to
be prepared to ‘die nasty’. Mark Twain once said:
“The fear of death follows from the fear of life.
A man who lives fully is prepared to die at any
time.”
Are we becoming more or less fearful in today’s
society?
Interesting question, people are definitely held
back by fear, not only fear of doing daredevil
things, more so the act of pursuing what they
want in life, their dreams. Leaving the variable
of fear aside would definitely make it easier
for many to achieve their true destiny in life.
Dienastie offers a confronting counterbalance.
We aim to inspire everybody to care less about
something as restraining as fear and to live their
life.
With 13k followers on Instagram, what been
your success with Social Media?
We stopped caring about numbers a long time
ago. We’ve just tried to focus on showing that
we’re actually living our tagline. To inspire
people to do the same is one of our true goals.
We’ve grown a lot of followers lately so our
message and support seems to catch on. We’re
happy about that for sure.
Collaborations seem to be key to your growth
strategy – can we get an exclusive for 2015?
Great collaborations are definitely important
to us. We have some interesting partnerships
coming this year but can’t reveal them all just
yet. Our latest collaborations presented at The
HUB is Dienastie X jewellery brand Protesta.
Coming from drastically different backgrounds,
we are proud to present a unique collaboration
with influences from Asian megacities and
skyscrapers to the contrasting free spirits of
the vast Swedish landscape. These handmade
acetate frames are hybrids with the strong,
creative jewellery works of Protesta and the
cool, edgy frames of Dienastie. We hope people
love them as much as we do.
What do you mean by 2015 is ‘Game Time’:
Instagram ‘1.1.2015’
We are still a young brand. To build a strong
brand usually takes several years, if not
decades. We’ve been fortunate enough to use
new marketing strategies to grow healthily and
quickly. We launched in Asia 2013, we grew and
matured a lot in 2014. This year we are ready
to take on the big guys! It’s simply game time
for us. We have so many cool things to present
during 2015. We are really excited and you just
have to stay tuned on social media to know
more.
What your take on multi-branded retailers?
Multi branded stores are great because there is
naturally a bigger emphasis on lifestyle rather
than on a single brand. Dienastie is happy to
collaborate with any shop promoting a lifestyle
similar to our own.
Cutty Ranks once said, ‘Six million ways to die,
choose one’. Can you?
The way I die and when I die is irrelevant. As long
as I live my life trying to pursue my true dreams
and cherishing the people I love. We don’t want
people to pursue death or a life threatening
lifestyle. The point is to pass on to another life
happy, without regrets. This is what our brand
is about.
Lastly. How does the Hong Kong skyline weigh-
up for roof-topping?
I’ve seen a lot of places. Hong Kong is truly
one of my favourite places when it comes to
rooftops.
dienastie.com | instagram.com/dienastie
CREATING A NEW SET OF ESSENTIALS
Dienastie
OR LIVE TRYING
S
ince launching in 2011, Swedish Eyewear brand Dienastie has grown from strength to strength
living up to their hard hitting tagline ‘Play Hard, Die Nastie’. The daredevil brand boasts
recent viral videos of ‘roof topping’ being clicked the planet over, securing social media
wildfire and features by NBC News and South China Morning Post. They also have a great portfolio
of successful collaborations under their belt with Volkswagen Formula Racing, Pepsi Girl Momu Wu
and Japanese Super GT driver Andrea Caldarelli.
The HUB couldn’t wait to catch up with Founder Erik Biedron to get his fearless responses on success,
the future and kicking the bucket.
‘Dienastie is not only
an eyewear brand –
it’s a movement,
an ideology, inspiring
people to pursue their
true goals in life’.

The Zacchinis’ were and are my cousins.
The first human cannonball was Hugo Zacchini.
His father, who invented the compressed air
cannon, was Ildebrando Zacchini,
the brother of my great grandfather.
Between the 1930’s and 1950’s the Zacchini’s
were as popular as Brad Pitt is today...
FlyingZACCHINIS
T
he HUB met with the dynamic George
Migliorelli, Founder and Managing Director for
Flying Zacchini’s, in their humble design studio
adjacent to the flagship store in PMQ in late February.
Previously working in aviation electronics for
commercial and military use, George admits ‘I didn’t
know what I was doing when I set out and launched
the brand five-years ago’. As an Italian-America from
Brooklyn, George’s father was an Italian immigrant
and a bricklayer by trade. A self-taught craftsman,
George was used to manipulating leather and
experiment as a means to relax when he was younger.
Before the interview starts, the leather and product
fanatic starts to clamber up shelves and present
an array of beautifully made leather goods. The
experience reminded me of the scene from author
Roald Dahl’s novel The BFG where the Big Friendly
Giant teaches new recruit Sophie the secret recipe to
making dreams in glass bottles.
We examine the quality and craftsmanship of the
many different pieces. From the heavy cowhide
leather, sourced from Santa Croce, which ‘appeals
to the more attuned Japanese leather consumer’.
These timeless products feature heavy wrap round
stitching sealed with a struck match, veg tan dying
and treated to appear worn and vintage.
George further explains the new and e xpanding
range of horsehide goods with a glossy exterior that
appeal to the female customers. These are ‘less about
the beaten and worn look, its much more about the
attention to detail’ says George.
We observe a new key piece inspired by the medicine
bag of native America-Indians, being showcased at
The HUB as part of their latest range, and a miniature
version inspired by a America-Indian corn seed
satchel.
H314, PMQ, 35 Aberdeen Street, Central
flyingzacchinis.com
The final sample we examine is a holdall inspired by
a doctors bag ‘It’s been in production for a while, we
are just waiting to get the product right before we
take it to market’ George explains, ‘everything has
to be prefect from the hardware to the finish – our
customers and buyers feedback is essential’.
So George, I’m dying to know; where does the brand
name come from?
George: This is a great story actually. The Zacchinis’
were and are my cousins. The first human cannonball
was Hugo Zacchini. His father, who invented the
compressed air cannon, was Ildebrando Zacchini,
the brother of my great grandfather. Between the
1930’s and 1950’s the Zacchini’s were as popular as
Brad Pitt is today, with up to five groups touring the
world performing this groundbreaking circus act. The
brand name evolved from there.’
As I am guided around the store, various vintage
posters of flying or suspended characters all
suddenly fall into place.
The HUB: Tell us, how did this charming store come
about?
I saw an article in the South China Morning Post one-
day talking about the development of the Police
Married Quarters, now PMQ, and I just remembering
thinking I fit the bill. They were looking for Hong
Kong based business, producing in Hong Kong and
seeking to employ Hong Kong staff. It played on my
mind for a while. I then tracked down the journalist
who put me in contact with PMQ and it just naturally
developed from there.
Your products are great. Who is it you are designing
for when putting pen to paper?
Since the store has opened I have actually been
surprised. I used to design predominantly for men
aged 28-40 using veg tan cowhide. Menswear goods
were about 90% of my product range and took strong
TIMELESS IS SIMPLICITY
aesthetic influence from the vintage lifestyle. However since
opening the store female customers started to comment that
they loved the pieces but felt there was nothing there for
them. Therefore we have started to shift our offering to be
65% male and 35% female. This has been a real challenge
when designing vintage inspired pieces for ladies. There are
few trends they have reclaimed, or that transcend time so
the product shapes take reference from historical pieces and
different culture references to bring something new with
a vintage twist. We design for people who want timeless
pieces and who make a style look timeless.
What in your eyes makes a product timeless?
Timeless is simplicity. You need good quality materials
and hardware so that a product is built to last but with
functionality in the design. Each Flying Zacchini product is
intended to be enjoyed by our customers for years to come
- quality in design and craftsmanship never go out of style.
What can buyers expect to see from your AW15 collection?
Our intention from day 1 was not really to have new seasons
collections. We started out with 55 products and that has now
doubled. We just aim to add 6-7 new pieces each season and
want to be well known for delivering consistently good pieces
year in year out and for being reliable to our customers. Each
multi-brand store wants something different and we listen to
them.
As George presented each piece, I could not help but feel more
certain; George, just like the BFG, is creating timeless memories
and beautifully pieces to be cherished like a good dream. The
secret concoction of each Flying Zacchini piece is not only for
George to know, but a process he is sharing with his new product
designer Angel Chow. Make sure you catch the team at The HUB
and pop by the store to nab yourself a timeless piece.

The hotel’s overall
design blends style with
simplicity & comfort
with convenience
pentaHOTEL
S
ince opening in late 2013, the 32-storey
lifestyle pentahotel, situated in the fast-
emerging Kai Tak area of Kowloon East, has
gone on to win “Best New Hotel in Hong Kong”
at The 7th Annual TTG China Travel Awards 2014.
‘Designed as a nucleus for the local community
and a home base for independent-minded
travellers and digital nomads’ states Iris Ho,
Director of Communications, the Hong Kong
branch joins its sister hotels in Beijing, Berlin,
Paris and Shanghai to welcome a new generation
of travellers.
The hotel’s overall design blends style with
simplicity and comfort with convenience.
Contemporary rustic décor, including aged brick,
reclaimed oak and painted concrete walls laced
with Hong Kong themed graphics, give a well-
rounded whimsical charm.
With a total of 695 loft-style guestrooms,
depending on your budget you can choose
from a range of rooms sizes from the quirkily
named pentarooms, pentaplus and pentagrands.
All feature conveniently open closets with
echoed prints of bustling Hong Kong city scenes,
bathrooms are dark tiled with forest showerheads
and modern technology features for the
tech-savvy travellers includes complimentary
Wi-Fi, smartphone docking stations, smartphone
charging service, digital check-in and check-out,
19 Luk Hop Street, San Po Kong, Kowloon, Hong Kong
Tel : +852 3112 8222 | pentahotels.com
37-inch LED TV, electronic safe, individually controlled air-conditioning,
coffee and tea-making facilities
The wider hotel boasts a 24-hour gym, seasonal outdoor pool, a ‘pentafun’
music station, two games rooms, foreign currency exchange, express
laundry service, luggage storage, a safe room on the mezzanine floor, and
general business such as faxing and photocopying services at the hotel’s
reception area.
The neighbourhood lifestyle concept of pentahotel is apparent at
pentalounge, the heart and soul of the pentahotel experience, which
seamlessly combines the lobby, reception area, bar and café into a single
venue on the first floor. The 230-seated area offers a wide range of favourite
local dishes as well as best-loved Western comfort foods and all-day drinks.
The pizzabar, located next to the hotel’s main entrance on the ground floor,
offers authentic homemade Italian-style pizzas, to be enjoyed on-site or for
takeaway.
The buzzy dinner buffet’s market-style stations include Grill, Wok Kitchen,
Deli, Steam and Noodle Corners. Local palates will appreciate the double-
boiled soups, noodles ranging from braised beef brisket to fish ball varieties,
grilled lamb chops and seafood platters, and speciality dishes such as
Chongqing Chicken Pot and Deep-fried Fish Fillet with Sweet and Sour
Sauce. Diners are further tempted by homemade desserts and traditional
Chinese sweet soups and puddings.Just a 40-minute drive from Hong Kong
International Airport, and with free complimentary shuttle bus transports
guests to the nearby Diamond Hill MTR station and other designated
locations in Tsim Sha Tsui, Kowloon Bay and Kwun Tong.
The hotel offers friendly, uncomplicated services for independent-minded
travellers and young-spirited customers.
PENTAHOTEL HONG KONG, KOWLOON

The Greenhouse initiative is part of The HUB’s enterprise to provide a platform for up-
and-coming designers and labels to be discovered by international media and buyers.
Our mission is to profile fashion and design talents learning their trade in Hong Kong
and those making advances the region over. Here are our predictions for key players in
the next generation of young designers in the heart of Asia.
The GREENHOUSE
INJURY
Founded by Eugene Leung in Sydney, Australia in 2004, INJURY is no
stranger to the runway. Featured at recent Mercedes-Benz Fashion
Week in Australia and at Mercedes-Benz China Fashion Week Beijing,
the brand has been well received worldwide by media and buyers.
Especially strong in original graphic prints and tailoring pieces,
INJURY has earned continuous support from celebrities in Australia
and overseas, such as Guy Sebastian, Ronan Keating, Sammi Cheng,
Eason Chan and Charlene Choi.
‘The name INJURY, it comes from when you are being cut and sewn;
you are in a situation of INJURY, the same as fabrics’. Says Leung
INJURY is now distributing worldwide to over 50 stockists in Australia,
New Zealand, USA and Asia. Prominent stockists include: OAK
(New York), Harvey Nichols (Hong Kong), I.T (Hong Kong), D-Mop
(Hong Kong), Psychedelia (Japan), Boy+ (Korea), Alfies Friend Rolfe
(Australia), The Society of Black Sheep (Singapore), Alter (China), NY
Fashion Studio (China) and The Fashion Door (China).
theinjury.com.au
:8CUFF BY SUE SUH
An insignia of innovation and construction, :8CUFF has etched its
name amongst a cohort of surfacing menswear labels. Founded in
2014, :8CUFF serves as a perspectival oeuvre of cultural spirit and
recurring societal issues.
Seoul-born and Shanghai-raised designer Sue Suh is the visionary
mind behind the sports lux-inspired streetwear label.
“My inspiration contains various statements about immorality,
injustice and other issues of humankind, that I can’t seem to wrap up
in one sentence,” says Suh.
Suh speaks her unorthodox opinions through uncompromising visuals
from found images and her own canvases and creating structured
symmetrical shapes with emphases on strong features. Utilising
neoprene, leathers and techno-textiles in jackets that hold their own
exaggerated proportions, Suh stands out and catches a watchful
eye from fashion mavens, including Vogue Italia as one amid 200
Emerging Designers of 2014 along with international publications
Fucking Young, Hint Magazine, Institute Magazine and Oci Magazine.
At Hong Kong Fashion Week Sue Suh made such an impression that
she was awarded both the Brand Ready Award and Collection of the
Year 2014 by Raffles Hong Kong.
:8CUFF is now based between Shanghai and Hong Kong, and is
making a global presence showcasing in Paris and now The HUB.
8cuff.com
DAWN BEY
Singaporean-born and raised Dawn Bey takes a modern standpoint with
her idiosyncratic views on the here and now.
From challenging the way we think, to breaking the typecasts by
empowering women in traditionally-male dominated jobs, Bey conveys
life to the ideal through structures, textures and juxtaposing fabrics set
to be simultaneously versatile yet distinctive.
“I personally believe that my garments should make a statement about
the times we live in rather than recreate the past. I’m a sentimental
person, but I like living in the now,” says Bey.
Bey has indeed reflected a statement as she was named Asia Fashion
Exchange Top Blogger 2012 by Singapore’s most prestigious fashion
event, Audi Fashion Festival and was awarded SCAD Artistic Honors
Scholarship in 2013 and SCAD Dean’s Award respectively in 2013 and
2014.
In 2014, Bey founded an iron-on patch business, Pew Pew Patches,
developing unique signature designs. Pew Pew Patches is now circulating
across stockists in Asia, including Rockstar (Singapore), SUPERSPACE
(Singapore) and 10 x 10 (South Korea).
dawnbey.com
n
n
n
The Journal The Journal30 31

A S I A ’ S P R E M I U M B R A N D A N D
D E S I G N E R F A S H I O N T R A D E E V E N T
T H E H U B . H K
/ T H E H U B H O N G K O N G
/ T H E H U B H O N G K O N G
/ T H E H U B H K
/ T H E H U B H K

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