IZZUE Hong Kong

izzue is a Hong Kong label launched in 1999 by Sham Kar-wai as an in-house brand of retail group I.T, built around British-influenced youth fashion for the local market. It sells logo hoodies, graphic tees, puffer and utility jackets, workwear-leaning trousers and layered tailoring across men's and women's lines, plus diffusion ranges including izzue Collection, the military-styled ARMY line and izzuextreme outerwear. It expanded overseas from 2009 with stores in Paris, London and Canada, and showed on the London Fashion Week schedule in March 2019. Stores operate across Hong Kong, mainland China and Macau, with online sales through izzue.com and I.T's eShop.