Alter Showroom

GROUND ZERO
/ Brand History

Ground Zero was founded in 2008 by brothers Eri and Philip Chu who are currently based in Hong Kong. Their work finds itself at the intersection of casual streetwear and ready-to-wear, and in conversation (and conflict) with pop culture. Their focus is on innovation, experimentation, and transformation. To them, “Zero could be everything” and they’re intent on becoming the latter.

/ Brand Selling Point

Ground Zero recently debuted their SS ‘17 collection on the fashion world’s largest stage—NYFW. The collection was debuted alongside the other winning designers whose collections were uploaded to vfiles.com and who were then selected by a panel that included Naomi Campbell, Young Thug, Pat McGrath, Jerry Lorenzo, and Mel Ottenberg. Ground Zero presented SS17 collection that injected energy back into sportswear. Together, they were inspired by the cultural iconography that they grew up with in early 90’s Hong Kong—including cartoons, sportswear, logos and 90s visual. While all of the silhouettes were inspired by sportswear, draping, ruffles, and lace effectively delineated their aesthetic. The result was an athleticism infused with playful, feminine undertones, signature prints, and Anime imagery—a vision that is uniquely Ground-Zero. The clothes are effortlessly ready-to-wear while at the same time maintaining a cute vs. edgy dynamic.The brand hopes that their redefinition of what it means to wear modern, feminine sportswear will reach a global audience and inspire an entirely new wave of wardrobe essentials.