Riccardo Grassi
Menswear - Womenswear

Ground Zero

Ground Zero is a Hong Kong – based progressive, design – forward fashion brand founded by
brothers Eri and Philip Chu. Their work is influenced by the traditional Asian culture combined
with a high-end street style element. They have developed their signature style with irregular-cut
silhouettes, details in the custom embroideries, patches, unique graphic prints. Not only created
through attitudes, moods, and statements but also through their anti-fashion attitude, Ground
Zero distorts “counterculture” in order to reinterpret and subvert the casual look.
Ground Zero is a literal translation of the brothers’ thoughts – everything has to start from zero,
where possibilities of paths are unlimited and anything is possible, all one needs to do is to take
a leap. “Zero could be everything.”
Eri studied graphic design in Hong Kong and pursued his interests and knowledge in fashion by
working as an assistant in a tailor shop. He began to apply his graphic ideas onto garments in
his own time and naturally further developed his skills to become a fashion focused graphic
Philip studied fashion design in London. During that time, the course inspired him to have a
unique approach to learn the essence from this creative curriculum, as he also believes every
business has its own path to success.
Together, the brothers keep directing and pushing boundaries to take Ground Zero to where it
should truly lie, by merging humour, recognition and creativity, to bring fashion design into a new

  • 19 Sep
    17 Oct
    Via Piranesi 4, 20137 Milano
  • 28 Sep
    4 Oct
    9, Avenue Hoche 75008 Paris
  • Ground Zero
  • Ground Zero