Izzue
| Company type | Private |
|---|---|
| Industry | Fashion |
| Founded | late 1990s |
| Founder | Sham Kar-wai |
| Headquarters | Hong Kong , Hong Kong |
Area served | Asia, Europe, Canada, Saudi Arabia |
| Products | Casual urban wear |
| Parent | I.T |
| Website | www |
Izzue (pronounced "issue") is a fashion label originating from China and is part of the Hong Kong-based fashion group I.T.
History
Established in the late 1990s by Sham Kar-wai, the founder of I.T., Izzue was created to bring British-inspired fashion styles to the local market.
The brand expanded its presence internationally in 2009 by opening outlets in cities such as Paris, London, and locations in Canada.
In March 2019, Izzue made history as the first Hong Kong brand to present a dedicated runway show at London Fashion Week, aspiring to achieve recognition on par with global retailers like Uniqlo, Zara, and H&M.
Activities
Izzue maintains retail locations throughout Asia, including in Hong Kong, People's Republic of China, Thailand, Malaysia, Macau, Taiwan, Saudi Arabia, as well as Germany. The brand specializes in casual urban wear characterized by muted color schemes and slimmer "Asian-fit" tailoring compared to typical American and European cuts.
The company has collaborated on limited-edition collections with prominent brands such as Dr. Martens (2012), Wrangler (2012), Fred Perry (2014), and Playboy (2014).
Rooted in British cultural influences and embodying a "cool London style," Izzue positions itself within the urban "high street" fashion market segment.
Controversy
In 2003, Izzue encountered criticism for incorporating Nazi Germany imagery—including swastikas and propaganda visuals—into its apparel and store design. Deborah Cheng, the marketing manager, issued an apology explaining that the designer was unaware that these symbols would cause offense.