G.O.D’s Let­ter­box leather bag is one you can’t wait to post on In­sta­gram

#Legend - - G.O.D -

Trans­lated from Can­tonese, G.O.D means “to live bet­ter”, and for 22 years that’s ex­actly the prom­ise co-founders Dou­glas Young and Ben­jamin Lau have been ful­fill­ing in Hong Kong. In a world pop­u­lated by Western-cen­tric cul­ture, the brand, with more than eight stores in the city and a pop-up in Shen­zhen, re­mains a proud Hong Kong her­itage brand and is still pri­vately owned by the duo. G.O.D sells numer­ous cat­e­gories of mer­chan­dise, from homeware to fash­ion and from gifts to food items. And the hits keep on com­ing. Wit­ness the brand’s newly re­leased Let­ter­box bags, a di­rect ap­pro­pri­a­tion of the city’s domestic mail­boxes, which punc­tu­ate the city’s aes­thetic at ev­ery turn. Hand­made from leather in a limited edi­tion first run and de­signed by Young, the snappy ac­ces­sories are sure to be­come as de­sir­able and ubiq­ui­tous as some of the brand’s other great­est hits, in­clud­ing the red lan­tern dec­o­ra­tive lights and the women’s qi­paos.

Young is a lead­ing voice re­gard­ing de­sign, arts, creativ­ity and en­trepreneur­ship in Hong Kong, and in­ter­na­tional com­pa­nies seek his guid­ance on de­sign and cul­tural consider­a­tions when es­tab­lish­ing en­ti­ties in the city. In 2015, he was named one of De­brett’s Hong Kong 100 in the field of art, ar­chi­tec­ture and de­sign. As an out­spo­ken pro­po­nent of cul­tural en­ter­prise in Hong Kong, Young is of­ten called upon by such me­dia out­lets as CNN, Time and The Wall Street Journal to share his views on Hong Kong cul­ture and iden­tity.

What unites all the prod­uct cat­e­gories is the sin­gle phi­los­o­phy of “Con­tem­po­rary Asian” style. That edge means G.O.D par­tic­i­pates in mar­ket­places and pop-ups in de­part­ment stores and shop­ping cen­tres around the world. It has made the pi­o­neer­ing brand a shoo- in for col­lab­o­ra­tions, with in­ter­na­tional brands in­clud­ing Swarovski, Hello Kitty, Coca-Cola, Mi­crosoft, Black­Berry and Kjeld­sens among an in­ven­tory of more than 50. G.O.D was in­volved with one of the first Star­bucks to glob­ally break away from its cor­po­rate mould – in the style of a 1960s Hong Kong eatery. Per­haps its most no­table and pre­scient move was the brand’s com­mis­sion­ing and own­er­ship of Hong Kong’s most pho­tographed wall on Hol­ly­wood Road in Cen­tral, which has be­come a must-visit In­sta-Mecca at week­ends for Seoul and Tokyo’s so­cial-me­dia sets. Get post­ing.

Clockwise from top: Iron Gate book­marks, set of four; Dou­glas Young, the boss of G.O.D; red lan­tern dec­o­ra­tive lights; mini teapot and tea in­fuser; the new Let­ter­box leather bags

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