PARIS FASHION WEEK
INTERVIEW WITH GROUND ZERO : FASHION BROTHERHOOD !
Meeting with Ground Zero, our anti-fashion chinese duo : Eric and Philip Chu, and yes brothers they are! These two customize clothes since there are children, and in 2003 they took the decision to start their label. Casual looks are reinterpreted and subverted by crazy prints and embellishments of all kind. Always inspired by counterculture, they started everything from scratch, and it can be said that today, Ground Zero has certainly reached levels.
Can you tell us about your brand fundamentals ? Who is the Ground Zero woman for this season and where does that come from ?
The fundamentals of the brand is to show your own individuality without any restriction. Our designs are well balanced fusing with the energy of rebellious youth & the irony of pop culture in order to create a unconventional street style brand.
For this season, we found our inspiration from where we grew up, inspirations in the 80’s which was the golden years of prosperity in Hong Kong. It was an energetic city with a lot of different new things happening at that time. We are inspired a lot by that atmosphere, it’s almost like you can smell the new wave. We reinterpret the 80's in the street base and subversive way, outlines energetic and modern women when they go out and play as well as office workers when they get off the work and become ready to party. There’s a message of work hard play hard in a way.
When you launched your label, you said starting from the ground up”, that’s why you called it Ground Zero. We want to know more about your Zero point ?
I was a graphic designer at the age of 23, however, I got fired by my company. Eri was working in a very dead end job too but we really didn’t want to limit ourselves. We decided to start our own brand, create our own designs. The brand was named Ground Zero which we both believed Ground & Zero are sharing a same meaning of "starting point.” A point & moment of us feeling that we have to create something for ourselves, a point where we always remember of our determination. Also it’s like a metaphor of “ Hope “ for us.
Philip, we heard that when you moved to UK you were supposed to study business management, as you were actually enrolling Middlesex fashion design University, and nobody from your close entourage family and friends knew about it! How on a personal level did you handled with that ?
It’s not like they were not encouraging and I had to lie about it. I just felt like i didn’t have to say until I got something created. My friends & family has always being very supportive. It’s just like you don’t want to claim yourself a pianist when you just have took a few lessons of piano.
Eric : were you surprised that your brother and you shared at the end the same vocation ?
Yes, my brother and I shared a lot of music, art, fashion and movies through out our grown-up. It’s very nice that we could work together about something we love.
What’s next for Ground Zero ? Any evolutions or exclusive news you can share with us ?
We want to create an official men’s wear line, something that I love to wear everyday. Apart from fashion, we would like to do more videos & music, such as the SS 18 video presentation.