“It’s very much about quality essentials that can be adapted for different occasions – from office, to dinner, to weekend. It’s developed from my own experience and also what colleagues and friends tell me they want in their wardrobe. The styles aren’t crazy. It’s good, classic, convenient items.”
As a full-time lawyer, how did you get into design?
“I never studied fashion so it’s been a crazy journey doing it all by myself. The idea started when I was working in London a decade ago.
“I didn’t know many brands that did office wear that weren’t formal corporate clothes. I wanted things that matched my personality but were still professional. That was the initial idea.
“I didn’t act on it then because I just got too busy. When I moved to Hong Kong, seven years ago, the idea came back. There still aren’t many fashion brands doing what we’re doing.”
How often do you create new collections?
“Originally the concept was to be season-less, which is part of my effort to create conscious fashion. If you’re releasing styles every season, that’s a lot of production. We really are trying to minimise overproduction.
“It’s also about being versatile and creative with your clothes. I want each piece to work across seasons. That said, you can’t wear a woolly jumper in summer, so we’ll still drop a few new pieces each season. But we definitely don’t do whole new collections necessarily.”
Parallel 51 is just two years old. What’s been the biggest challenge – the business or the creative side?
“Neither has been too challenging. Because I am in business law, I feel like the business side came relatively naturally. With the creative side, I am addressing things missing in my own wardrobe, so it hasn’t been too difficult.
“What’s probably the most difficult is logistics and getting the right people to get things moving. Finding a manufacturer was super tough, especially one with the standard and quality I want, with a sustainability focus.”
Tell me more about other difficulties.
“It’s not just finding a manufacturer, but doing the website. I create the designs but I don’t really sketch so my drawings came out like stick figures. The manufacturer was like, ‘What am I supposed to do with this?’
“There was a lot of trial and error, samples and tweaking. I did pop-ups, which is a great way to hear what people like and don’t like, but they are time-consuming, especially with a day job.
“When the shop opened in September [2022], that was a milestone. Now I also have a baby so it’s just been crazy.”
In this age of internet shopping, why have a physical store?
“I thought about placement in other retail shops, but I like the personal touch. If you’re within a larger store, you don’t build the same connection with customers. That’s important to me. A stand-alone shop is the best way to do that.
“It’s always been a key part of the whole process.”
So what is your overall plan?
“Of course, to go global and be a big household name. In the short term, I want to grow the brand enough so I can quit my day job. Being a lawyer is intense, really full on, and I want to spend more time with my family and friends.”
Do you think you could have started this brand in London?
“I don’t think so. It’s a lot harder to break into networks in London. Hong Kong has a more open-minded entrepreneurial spirit. Anyone can start any business here. It’s an amazing place for small brands to grow organically.
“I couldn’t do this in London unless I had a ton of capital. Here, you meet so many people who will help you along the way. It’s such a great place to collaborate and foster relationships.”
Parallel 51 is at 63A Peel Street, Central.
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