Initial (Hong Kong)

Most Hong Kong high street labels usually have the same characteristics: they'll be heavily inspired by Japanese fashion or they'll aim for a more Western vibe, especially regarding the interiors which will have a vintage touch. Initial is unique in the sense that it combines the two and goes beyond just clothing and accessories, with a concept that builds around the idea of a 'lifestyle brand'. As such, depending on where in Hong Kong you happen to be, you may stumble across an Initial boutique that includes a hair salon or a cafe. But even if like me, you end up in the Central district and come across a store without the added services, you're still in for a treat.

A selection from the FW10 lookbook (images: Initial)

For starters, when I visited Initial near Central's hip Lan Kwai Fong area last month, the boutique was hosting a mini-exhibition of sorts, that featured work from French artists Anne-Valrie Dupond and Rebecca Campeau who use regular materials (such as cardboard or textiles) to create statues and busts of real life and fictional characters. This display may have seemed out of place in any other setting, but in the middle of Initial's shabby chic interiors, the puppets almost looked like they were part of the decor. Then again, the first thing that caught my attention when I approached the open plan entrance of the store wasn't the statues, but the charming retro bikes placed outside, along with an antique wooden door and an assortment of dried flowers by the Japanese company 'Display Museum'.

Some of the items found outside the store entrance: retro bikes, an old door, dried flowers and a very lovely fur coat/vest.

The somewhat creepy Fabric Puppet Exhibition.

It's easy to ignore the clothing in this store as almost half the retail space seems to be dedicated to home decor items and other trinkets, which fill the left part of the shop area making it resemble a flea market or a very charming antique store. Of course nothing you find here is actually vintage - items are sourced from independent or artesanal suppliers from Japan, France or the UK to name a few. And when I did manage to tear my eyes away from the statues and knickknacks, I finally got around to appreciating the clothes as well. Though Initial claims most of its clothing to be Japanese inspired, the fashion here spans various styles ranging from girly and bohemian to edgy and grungy. While some of the slouchier knitwear or maxi dresses have a distinct vintage feel, other outfits, such as the blazers from the premium range, are a lot preppier, while the 'Initialing' range offers a selection of smart suits, skirts, blouses and other workwear.

Overview of the store which featured a large 'lifestyle' area (left) and the clothing section (right).

Some of the cool basics surrounded by vintage inspired decor, such as the jewelry cabinet (lower right).

But as is often the case, accessories end up being the biggest distraction, with entire cabinets full of jewelry or shelves filled with cool leather boots and bags that steal the show. The pricing is decent enough, especially during the time I went as sales were still on. Even without, you'll get a good deal though I'm not certain how durable the items are, as some of the clothing's materials are comparable to those of other lower end retail labels. Boots and bags however did seem to be of a better quality than what equivalent brands offer.

The very dangerous shoe corner which featured temptations such as the hairy boots or the shearling booties.

Some of the trinkets in the decor area, including old postcards (lower left), candles (top left) and an antique sewing machine.

Lastly, I gave myself enough time to look through the tempting selection of furnishings and decor items, which ranged from scented candles and perfumes, to funky porcelain cups, vases and even a selection of old postcards.

Overview of the 'lifestyle' area with an impressive selection of goods, such as the horse statue and crystal bottles.

Cute porcelain pieces I found: decorated tea sets and a jar in the shape of a mansion (left).

Definitely a fun browse if you're bored with the endless similar looking chain stores or luxury flagships you see around Hong Kong and what's even better: this one actually has its own store front and isn't part of a mall, as is the case with so many other outlets around the city. Initial has over a dozen boutiques throughout Hong Kong and there are more to come, so check one of them out if you're ever in the area.

A more classic collection courtesy of 'Initaling' the workwear line (images: Initial).

More cool stuff from Initial's 'lifestyle' range (images: Initial).

Address: 17-19 D'Aguilar Street, Central, Hong Kong
Opening Hrs: Mon-Sun: 11:30-20:00
Initial Homepage