If you haven’t yet heard of Hong Kong’s major fashion brand IZZUE, then trust us, that’s all about to change.

Established in 1999, IZZUE has risen through the ranks from a local homegrown brand to an innovative global giant at the forefront of the creative design scene – building a beastly fanbase with buzzy moves such as previously enlisting the help of Maggie Cheung (global super-actress in Hero and In The Mood For Love) as the creative director.

Known for their streetwear-cool offering, think casual staples with max flair. Neon detailing, logo-centric hoodies and puffer jackets featuring 80s belting make up just a few of the AW18 picks we’ve got our eye on.

In addition to the main line, IZZUE also have offshoots, including their functional outerwear collection, izzuetreme, and military-based styles in their Army line – all available in more than 70 stores throughout Asia, Canada, as well as Selfridges in the UK. Oh, and don’t forget high-profile collaborations with brands including Dickies, Kappa, Champion and Disney.

And as if world domination wasn’t already a certainty, the brand headed to London Fashion Week in the lead-up to their 20 year anniversary for a v. cool partnership with Ponystep magazine. Heavily invested in the London creative scene, the turnout from the LFW party included the likes of Phoebe Arnold, Romy XX, Liam Hodges, Lou Stoppard and more.

Incoming? More exciting London-based projects. Watch this space.

Selfridges is the exclusive stockist of IZZUE in the UK. Find out more here