Ground Zero is a streetwear label from Hong Kong. Two brothers, stagnating in their current jobs, broke out to reinterpret what you might call an “ordinary wardrobe” into something special. Riffing off the nuances of Hong Kong street-style (i.e. Chinese graffiti on Vans) and the destabilization of gendered fashion terms (“boyfriend jeans” become “jeans,”) the FW18 collection “untitled ( ) individual” is a compound of sportswear, normcore graphics, and unique styling quirks.

The design ethos disregards the separations between men and womenswear. “When we design for women, we actually add a lot of masculine details to our clothing” says designer Philip Chu. “For example, this season we have our dresses styled over a masculine motor jacket.”


Ground Zero’s new collection, “Untitled ( ) Individual,” is left intentionally open to interpretation, “There’s a column ( ) under the untitled individualism, it’s for the wearer to fill in their beliefs,” says Philip, “We want to remind people that everyone is unique, just like our inspirations something ordinary can be special”.

Peep the collection in the lookbook above, where classic staples like denim have carefree, drawn-on details reminiscent of an old scrapbook; modern sportswear is paired with heels and stockings; and cozy duvet-like outerwear is worn buttoned up and down to the knees.

Will you be copping?

Check out more from Ground Zero by following them on Instagram and shop the brand on their webstore.

  • Photography: Ground Zero
Words by Max Grobe
Associate Fashion Editor