London-based Ground Zero is minding the gap between slogan tees and ready-to-wear. Launched in Hong Kong by brothers and graphic artists Eri and Philip Chu, the cheeky label is all about post-ironic playfulness. In their own words: "The decay of wealth doesn't stop us from enjoying life and fashion." Nor does it stop them from collaborating with other designers, including South Korea's Juun J. It's looking up for Ground Zero
Ground-Zero was established in 2003 by the young and talented duo brothers: Eri and Philip Chu. They started with an emphasis on unique graphic print. They created looks not only literally but through attitudes, moods and thoughts. With their fashion attitude, they have totally distorted the old couture culture by reinterpreting and subverting the causal look. Each collection is like a new experiment where no rules apply, like a physicist Ground-Zero believes that every garments has a mix of elements Their message was loud and clear and it was heard, since then, the unique graphic print has become a signature
The brothers’ passion in fashion started since they were in high school. They started to design their own clothes by remaking vintage clothing. After graduating from the Design School with major in graphic design, Eri gained the knowledge of cutting and forms and experience the basic skills of tailoring through working for a classic tailor shop. To pursue his dreams in fashion, Philip chose Fashion rather than Business as his major and earned a Bachelor Degree in Fashion Management at Middlesex University in London.
After their formal education, the brothers continued to enrich their fashion knowledge in London – the home of both traditional and street fashion. London became their inspiration, their muse. The brothers combined each of their best, merging creativity with craftsmanship, teamed up to take the fashion world heads on, with Ground-Zero.“Zero could be everything” – Ground-Zero will not limit itself into just being a fashion brand. It can be diverged into anything, from graphics, music, video, art installation and more. The possibility of Ground-Zero is endless.
