The Hankloss brand's design philosophy centers on the internationalization of a super-self-style concept, aiming to create a modern metropolis-inspired aesthetic. It emphasizes the unique energy and leadership of contemporary fashion. HKROOSTER promotes a positive and optimistic lifestyle—adventurous, resilient, and determined, viewing these traits as driving forces. The brand is passionate about global expansion, urban development, and the image of a super-elite class. It strongly resonates with the younger generation’s evolving perspectives on work and life, blending style with deep insight to craft a forward-thinking taste that speaks to the busy city dweller.
HKROOSTER is rebellious yet confident, nostalgic yet innovative, hardworking and full of spirit. Rather than blindly idolizing identity without restraint, it encourages individuals to stand out from the crowd. Through classic designer pieces, it reveals the duality of Hong Kong people: Eastern subtlety and Western directness, Eastern emotion and Western objectivity, and the blend of traditional and modern values.
**Brand Soul**
At the heart of HKROOSTER lies the Totem Rooster in Victoria Harbour. Her name is HKROOSTER Han Clos, born in Hong Kong and rooted in the Eurasian Gulf City since 1939. She embodies the fusion of Eastern and Western elite cultures, inspiring a new wave of fashion among the youth. Forged by the spirit of the times, she represents an optimistic, ambitious, and bold personality—a lifestyle that embraces freedom, self-expression, and a "third way" of living. She celebrates the elite of the era and dares to shine.
**Target Audience**
HKROOSTER caters to urban elites aged 22 to 36. It blends simplicity with the latest fashion trends, helping individuals express their unique personalities. It brings fresh fashion inspiration to this group, empowering them to showcase confidence, ambition, and a broad vision across their professional, leisure, and personal lives. With its distinct charm, it aims to spark a trend that shapes the future of urban culture.
**Brand Advocacy**
Trend, Time, Reality, Superego.
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