About a Boy Named Sue

Starting a fashion business is a daunting undertaking at the best of times, let alone in a city like Hong Kong where the uniformity of big brands rule, and where prices of real estate have nudged out all but the luxury and retail oligarchy. But two Hong Kong girls have cleverly found a way around all of this, creating a unique fashion concept at reasonable prices, and all at your fingertips.

Last night my friend Tania and her business partner Sam launched their online retail concept A Boy Named Sue (yes, it is a Jonny Cash song) in a cool little gallery space in Sai Ying Pun. This isn’t just another online boutique. A Boy named Sue is the first multi-brand e-commerce boutique that blends eco and social ethics with fashionable aesthetics. If you’re thinking gaffer taped pleather shoes and patchouli scented mohair beanies made out of old socks, you’d be quite wrong. This is less Rainbow Warrior, and more urban chic, clothes that are effortless and seasonless but with a conscience.

You won’t find fur coats or sweatshop produced clothing here. All the clothes are ethically and sustainably sourced and produced around the world, from brands like the Muzungu Sisters who scour the globe for handcrafted products by local artisans from diverse cultures, Thu Thu whose pieces are all made using traditional materials and natural dyes from the Sapa region of Northern Vietnam, and The Sway who have redefined the leather jacket by using reclaimed leather from car seats.

The brands all seek to ensure green production and fair treatment of their craftspeople, so you can spend on fashion happy in the knowledge that you’re being kind to our planet and that your dollar is contributing to local economies.

Here are some pics of last night’s chockablock launch and some of my favourite pieces.

Check out A Boy Named Sue at http://www.aboynamedsue.co

A selection of Hien Le shirts

A selection of clutches from Fleabags

Detail of Thu Thu jacket

The lovely Emily wearing a tux jumpsuit by Isabell de Hillerin

Kadri Karolin in a Muzungu Sisters bolero. Love it!

Button detailing of Muzungu Sisters bolero

Guests Rina Hiranand and a dashing friend

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