Hong Kong-based label known for its deconstructed silhouettes and playful, pop culture-inspired graphic designs.
ORIGIN
Hong Kong
PRICE TIER
contemporary
Established in 2008 by Hong Kong-born brothers Eri and Philip Chu, Ground Zero channels a unique, anti-fashion attitude. The brand’s name reflects its core philosophy of starting from scratch, viewing zero as a point of infinite possibility. Eri’s background in graphic design and Philip’s training in fashion design in London merged to create the label’s signature style: bold, humorous graphics applied to deconstructed and often irregular silhouettes. Initially gaining notoriety for their distressed, unisex t-shirts, the duo quickly expanded into full ready-to-wear collections that blend a street-inflected edge with more sophisticated, futuristic concepts.