In Western fashion, sunglasses are essential items. For Karl Lagerfeld, the sunglasses concealed his emotions, while Anna Wintour’s Chanel sunglasses helped build her iconic image. Unfortunately, in Hong Kong people haven’t been able to truly appreciate sunglasses, with some linking it to snobbishness. Local gossip magazines tend to be critical of everything, which is the second challenge that A. Society had to face. In a place where individuality is not particularly encouraged, many who make fun of others are themselves apprehensive of the uncertain. As Wintour once said, people are bullies because they’re unsure and ignorant.
Fortunately, in the age of technology, local fashion consumers have set their sights on the global market and revelled in the very best from abroad. In a new generation where the cliché has been abandoned, the brand’s performance has been more than satisfactory since its launch. It once again goes to prove that the significance of leading, rather than following, a trend. All you need is to do what you truly believe in and do it well.
A.Society's view on eyeglasses is very simple: own your style. What does "owning your style" mean? It means that you don’t have to produce designs just to accommodate the market. A Society’s first creative collaboration is with the local artist Noisy, and they’ve produced an eye-catching product in this series. It looks like a doll, with a zippered pouch design, and the inside of the zipper is pink. The design is like an anatomical medical cartoon. In terms of "products", it’s actually more like a backpack, but with a small capacity. If it’s an established brand, this design will not fall into production.
However, A. Society found this design interesting and insisted on producing it, and it sold out soon after it was released. In the latest collaboration, titanium metal was used to make frames. The rough material was sublimated by fine handwork. It’s as light as a feather in the hand. It proves once again that their frames never play safe, and that A. Society proves that "owning your style" means daring to be different.
If A. Society is no more than a shop of glasses, it wouldn’t regularly collaborate with others whom they appreciate, and off-shoots such as T-shirts, hoodies and caps are on the way. A. Society has not only given us more choices but also proved that home-grown brands still can thrive in Hong Kong. During my one-hour visit to their store, I couldn’t help but notice that the customers were all dressed exquisitely. This is a brand that has the power of attracting and keeping together those who like to look good.
Interview & text : Daniel Cheung
