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Hong Kong’s best local fashion brands you need to know about

By Localiiz 17 December 2018 | Last Updated 7 January 2022

Header image courtesy of Float Captain (via Instagram)

Originally published by Jenny Leung. Last updated by Tara Prakash and Alisa Chau.

As much as we love a good shopping spree down the high street, a lot of shops start to look the same after a while. So, instead of buying the same shirt that a hundred other people have already brought, why not spruce up your wardrobe with a few one-of-a-kind fashion items and innovative designs you won’t find elsewhere? We’ve compiled a list of the best homegrown labels for you to spoil yourself with, all while supporting Hong Kong talent. Just take a look for yourself at the best of Hong Kong’s local fashion brands.

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Merging environmental sustainability and ethical production with luxury, 2°EAST is a timepiece brand that emphasises being good for the planet, all whilst making sure you look good. After lengthy research into finding the perfect balance of ethical production, cutting-edge design, and sustainable business practices, 2°EAST presents a showstopping line of watches that don’t cost the Earth. With options for all demographics, and chic interchangeable straps made from materials like vegan leather, mesh, and stainless steel, their models offer something for everyone. More than just a passing fad, check out how 2°EAST turns modern sustainable fashion into something lasting.

Recommended Localiiz partner. Click here for more information.


Born out of the belief that clothes are extraordinary forms of self-expression, the many styles of Ekam flirt with the nostalgia of Indian prints. From breathable expressions of modern femininity to funky, soulful renditions of vintage psychedelia, treat yourself to their fresh take on fashion. You can find their entire collection online—from velvet jackets with bold borders to cotton dresses that add just the right amount of romance to your look, indulge yourself in their exclusive designs.


WEAT stands for “We Eat Avocado Toast,” a nod to the quintessentially millennial brunch food that has become somewhat of a cultural statement. Conceptualised by Nina Sieber, this brand’s iconic piece—the multifunctional “toast bag”—was born to support women amidst Hong Kong’s fast-paced lifestyle. With their signature triangle clip, this handbag can transition between clutch, cross-body bag, belt bag and clip-on mini to suit all your needs. Sound too good to be true? Just take a look for yourself!

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Rooted in skateboarding, music and art, Victoria marinates contemporary yet classic designs in Asia’s eccentric, old-school motifs, guaranteeing one of a kind pieces. A rare type of label in Hong Kong, this brand is more of a community that presents its creative expressions through unisex apparel and accessories, available for purchase online or at various in-store locations. Their lines focus on a few key silhouettes and the overall trendiness of their looks will leave you wanting more.

Beam Bold

If you find yourself looking for ways to brighten up your closet (we’ve all got that overstock of black, white and grey clothes somewhere in there, don’t we?), look no further than Beam Bold’s striking pieces that can be customised to get your perfect fit and length. With designs that can be mixed and matched, they are committed to creating timeless outfits that will help you pop. Shop their looks online and keep those summer vibes alive, all year round.

Black Coral xo

Independent fashion label Black Coral was devised when two childhood friends realised their love for travelling and began designing bohemian, resort-style pieces to transport you to your favourite beach-y destination. Inspired by the sunny vibes of Australia, their playful aesthetic has just the right touch of modernity, sewed into every inch of their fabrics. If you’re looking for fun, feminine additions to your wardrobe that won’t cost you an arm and a leg, this could be your new go-to.

Recommended Localiiz partner. Click here for more information

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Float Captain

Hong Kong-based surf-lifestyle brand, Float Captain, was started by a group of friends whose philosophy is all about having fun and keeping things simple. This translates to their functional range of Hawaiian- and Californian-inspired boardshorts, tees, and, of course, surfing gear, which has been subtly infused with quirky, locally-inspired graphics. You don’t have to be a surfer to rock their looks, but this might be the perfect gateway to testing the waters—pun-intended!

Float Captain, Shop 1, G/F, Marina Tower, 8 Shum Wan Road, Aberdeen


Offering high-quality leather pieces minus their usual exorbitant pricing, Femance explores “female romance” via their uniquely shaped handbags. With some real conversation pieces, this Hong Kong-based label has a versatile collection of earthy tones and chic depictions of the designer’s blend of art and fashion. Each line has its own poetic take on this amalgam, from allusions to nature to Bali’s Calla Lily aesthetic. Mix it up with one of their statement pieces!

Basics for Basics

Offering a range of sporty, chic, and minimalistic apparel, Basics for Basics is an ethical online fashion brand based in Hong Kong. Dedicated to finding the best solutions for a lower carbon footprint, the brand works hard to ensure that all products are made with care by using mainly surplus fabrics, organic cotton, and other sustainable materials. Without losing focus on creating fashionable garments for your everyday wear, this local fashion brand has all of your wardrobe essentials covered.

Basics for Basics, 11D, 11/F, E-tat Industrial Building, 4 Heung Yip Road, Wong Chuk Hang | (+852) 9728 8571

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If you’re ever in need of adding a splash of colour to your #OOTD, then Mase should be your first port of call. With a background in architecture and music, the brand’s founder, Mae Kwan, has a sharp eye for blending art with fashion in the most vibrant, creative, and captivating way. Kwan and her team have now developed three separate lines, which include Mase, the signature luxury handbag line that offers everything from clutch bags and shoulder bags to leather totes; Mase Resort, a series of casual statement pieces designed for holiday adventures; and Mase Lifestyle, a home décor collection designed to liven up any room.


Founded in 2014 by Mexican siblings, Rafael and Tamara Raya Cano, Rcano specialises in classic menswear that seamlessly combines both the vibrant and colourful touches of Mexican flair, with a sophisticated Asian twist. By using different prints, colours, and fabric to create garments that are not only stylish and elegant but also comfortable, this Hong Kong-based fashion brand is by far one of the most distinctive menswear brands around town. Rcano also offers a tail-made service where you are free to personalise every detail of the suit to create something that is uniquely you. Pick up a cute pocket square or even a facemask to spruce up your outfit!

Sau Lee

Timeless, chic, and oh-so-devious—these are just a few of the words we use to describe Hong Kong's very own fashion label, Sau Lee. Designed for, and inspired by, the bold and eclectic women of the city, Sau Lee’s clothing range derails from the size-zero norm of the fashion industry, catering instead to a wider range of women in different shapes and sizes. For whatever the occasion, Sau Lee has got the perfect dress for you, whether you’re heading off to a swanky party or going on a tropical vacation.

Sau Lee, Shop H308, Block B, PMQ, 35 Aberdeen Street, Central | (+852) 6022 6820

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