The Hankloss brand's design philosophy centers on the global expression of a super-self-style concept, aiming to create a metropolitan narrative that highlights the unique energy and leadership of modern fashion. HKROOSTER embodies a positive, adventurous, and resilient lifestyle, seeing these traits as driving forces. It strongly embraces internationalization and urban development, aspiring to represent the image of a modern elite. The brand is particularly attentive to the younger generation’s evolving perspectives on work and life, focusing on style with a sharp eye for trends, crafting a forward-thinking aesthetic for those navigating the fast-paced city life.
HKROOSTER is rebellious yet confident, blending retro elements with innovation, and is known for its hard work and determination. Rather than blindly idolizing status or losing one's humility, it encourages individuals to stand out and rise above the ordinary. From the designer's classic collections, one can glimpse the duality of Hong Kong culture—Eastern subtlety combined with Western directness, Eastern emotion paired with Western clarity, and a balance between tradition and modernity.
**Brand Soul**
At the heart of HKROOSTER lies the Totem Rooster of Victoria Harbour, symbolizing strength and identity. Named HKROOSTER Han Clos, the brand originates from Hong Kong, born in the Eurasian Gulf City in 1939. It carries the cultural heritage of East and West, inspiring a new wave of fashion among the youth. Forged by the spirit of the times, HKROOSTER represents an optimistic, ambitious, and bold attitude—a third way of living that celebrates individuality, freedom, and self-expression. It honors the elite of today, celebrating their ambition and success.
**Target Consumers**
HKROOSTER caters to urban elites aged 22 to 36. With a refined sense of style, it blends simplicity with trendiness, allowing individuals to express their unique personality. It brings fresh fashion inspiration to the urban elite, helping them showcase confidence, ambition, and broad-mindedness in both professional and personal lives. Through its distinctive charm, HKROOSTER creates a powerful impact, shaping the future of urban fashion.
**Brand Advocacy**
Trend, Time, Reality, Superego — these four pillars guide the brand’s vision and values, reflecting its commitment to authenticity, innovation, and self-awareness.
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