Calling All Rich Hipsters: Initial Fashion

A hutong overrun by backpacking tourists and overpriced kitsch seems a peculiar choice of location for a hip Hong Kong brand. However, this carefully curated space manages to capture the original spirit of Nanluogu Xiang: a place reminiscent of traditional Beijing culture, yet infused with an appreciation for growth and creativity.

The entranceway, with its dim lighting and raised threshold, bears a distinct Chinese touch. Step into the actual store, though, and you’ll find a 17th-century European antique interior concept. From the vintage tabletop ornaments to the Baroque music tinkling overhead, the ambiance reflects a certain understanding of Western aesthetics.

But make no mistake – this is a Chinese brand through and through. Since its inception in 2000, Initial Fashion has carved out an entire empire, opening several branches all over the country and even expanding into homewares (Initial Living) and dining (Initial Café).

Here, the first floor is dedicated to womenswear, the second to menswear. In standard Hong Kong fashion, the women’s clothing is peppered with feminine and romantic details, like tiered layers and saccharine hues.

We actually preferred the men’s selection, which sticks to a more muted palette. A camel cable-knit cardigan with orange elbow pads, a sheer knit sweater and a leather blazer with suede lapels all caught our attention right off the bat. Some quirky missteps (i.e. patchwork denim shirts, acid-wash turtlenecks) appear here and there, but for the most part, the collections are cohesive and visually appealing.

The trouble is not with the style but the price tags, which range from several hundred yuan to over RMB 10,000. Will charming décor and skillful branding be enough to lure in increasingly label-conscious Beijing shoppers? Initial is hardly waiting around to find out – it has already launched its second Beijing boutique in Joy City.

Must buy: Leather blazer with suede lapels (RMB 7,990)
Must try: Exception de Mixmind

Initial Fashion

1) Daily noon-10pm. 20 Nanluogu Xiang, Dongcheng District (6407 7978); 2) Daily 10am-10pm. 4/F, Joy City, 131 Xidan Beidajie, Xicheng District (5971 6176) www.initialfashion.com
1) 东城区南锣鼓巷20号; 2) 西城区西单北大街131号大悦城4层

Photo: Courtesy of Initial