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Tag: caps

  • Hugo Boss showcasts its first Japanese flagship store

    Hugo Boss showcasts its first Japanese flagship store

    German luxury fashion house Hugo Boss has launched its first Boss flagship store on Tokyo’s famous shopping street the Ginza.

    Spanning two stories, the Hugo Boss Japan flagship occupies 480sqm of the Tokyu Plaza Ginza shopping centre. The store features a giant glass facade where a digital wall is installed to showcase campaign videos and content.

    Meanwhile, the store interior design follows a white, black, and beige colour palette, using materials such as marble, wood and chrome. While the first floor houses men’s and women’s apparel, accessories, and fragrances, the second floor features a personalization space called ‘Made to Measure’, where customers can enjoy tailoring services.

    Marking the launch, the Hugo Boss Japan flagship store also houses a limited-edition capsule collection and a corner offering limited items with HB-Moji graphics, including hoodies, T-shirts, shorts, and caps.

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  • Caps from the Philippines crosses borders

    Caps from the Philippines crosses borders

    A Philippine ad agency has created a streetwear brand to test its digital marketing strategies – and now it has gone global.

    What? Caps, developed by Eggshell Worldwide, led by Mark Wesley Pahate now ships to 220 countries worldwide, in partnership with FedEx, and after its early success, the company is now looking at adding streetwear staples such as hoodies, socks, and shoes, with the vision to grow into a full-blown lifestyle brand.

    “Since I’m a fan of streetwear, we decided to go with fitted caps,” says Pahate.

    “Internationally, it is a really big market, valued around US$300 billion and growing. Young people drawn to streetwear comprise a vibrant community and an evolving hub of creativity. You will be surprised by a lot of independent streetwear brands we have here in the Philippines, and how popular they are in the international market.”

    Featuring street style, What? Cap has generated a buzz among youth who want to express themselves through fashion. Neighbouring streetwear hubs Taiwan and Singapore are the biggest target markets for the company.

    “Our products appeal to the two markets we identified for What? Caps: Streetwear fans and cap collectors.” Pahate says. “We connect with customers through social media. From there, we lead them to our website where they can shop.”

    For any brand, it is a badge of success to cross borders. After steadily gaining traction in Southeast Asia and the Middle East, Pahate says they are now beginning to penetrate the US. This increase in demand and destinations, he says, was made possible by their logistics provider, FedEx which has integrated its delivery system into What? Caps’ website, even though it is still a fledgling business.

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  • YP Basics taking caps to the world

    YP Basics taking caps to the world

    Hong Kong-based YP Basics has launched an online store, YPbasics.com, designed to take its basic caps to the world.

    Since 1974, YP (short for Yupoong) has created and refined a series of headwear styles embracing sport, action and street fashion. Its products have included the Snapback, Dad Hat, and Flexfit.

    YP Basics is the curated selection of Yupoong’s most popular styles, offered as the logo-free alternative to its private-label products. After a test roll-out in Taiwan last year, YP Basics is aiming its redesigned online shopping experience at customers across America, Asia, Europe and Oceania.

    The global online store lets customers compare fits and view lookbooks when making their choice from more than 100 styles of basic headwear.

    YP Basics is managed by Premium Direct Imports.

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