From “Made in Hong Kong” to “Designed in Hong Kong”: searching for an identity in fashion

Homegrown fashion has long been struggling to set foot in the home market, as much as Hong Kong's shoppers pioneer global brands and Euro-American labels. Until recently, G.O.D., a homegrown brand, had captured a commercially viable home market with a distinctively Hong Kong style. This furniture-household goods-clothing store stocks East-West hybrid merchandise, ranging from dark wood chairs to bed linen, to t-shirts and tote bags. Its clothing collection has gained increasing popularity alongside recent expansion. Its profitable home market challenges the image of Hong Kong consumers as blind followers of international fashion and brand names, thus shedding light on Hong Kong fashion, which attempts to capture but fails to resonate with local audiences with an identity