Ground-Zero: Streetwear with Bite

“We look to street culture for our collections. If you pay close attention and people watch, there are actually a lot of interesting things going on,” say founders of Ground-Zero Eric and Phillip Chu.

The Hong Kong based label knows how to get under the skin of culture and subvert and twist its form and language, sometimes to be provocative and sometimes to a humorous, ironic effect. Puffed up jackets carry a stylised embroidery spelling ‘Bitch’, sweatshirt have graffiti graphics reading ‘Crazy Midnight’ and are paired with air-brush effect logoed leggings.

“With slogans, I start off with thinking how I want the viewer to receive this message - whether it’s funny, sarcastic, cool or edgy - then I work backwards from there,” says Eric Chu.

The pair imbue collections with their memories too, particularly of the ‘80s and ‘90s. “A lot of the street culture from that time in our lives affected how we evolved and grew as designers as well. The aesthetic and vibe from that era is what we often look back to while working on our collections,” says Phillip Chu.

Watch out for quilted gold velvet jackets and slinky silk satin ruched blouses for Autumn - it could be the first word in glam street.

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Ground-Zero: Streetwear with Bite When the street is your canvas and muse, anything can happen in fashion