Cover Keung To tells us what makes sneakerheads tick (Photo: courtesy of Kicks Crew)

Kicks Crew co-founder and Gen.T honouree Ross Adrian Yip tell us how why they want to become the ‘online sneaker street of Hong Kong’, plus find out whose shoe closet Keung To is dying to raid

Sneakerheads, you’re in for a treat. Hong Kong boy band Mirror has just launched an exciting collaboration with sneakers platform Kicks Crew. The online platform has launched 12 limited box sets with Mirror, which will include exclusive memorabilia such as signed Polaroid photos, hoodies and Mirror trading cards—as a tribute to their love for sneaker culture.

Tatler speaks to Ross Adrian Yip, founder of Kicks Crew, and Mirror’s Keung To to find out what makes these sneakerheads tick, their favourite sneaker silhouettes and why their fans are at the forefront of everything they do.

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Ross Adrian Yip, Co-founder, Kicks Crew

How did this collaboration come about?
Hong Kong has long been renowned for its contribution to sneaker culture. We have trailblazing brands and creative leaders such as Edison Chen from Clot, Kevin Ma from Hypebeast, [artist] Michael Lau and even a group of insane Nike Dunk collectors. The world-famous ‘sneaker street’ is also located in the buzzing Mong Kok area, which is still top of mind for anyone looking for a pair of sneakers.

Since the beginning, our vision has been to deliver the largest choice of authentic sneakers at the best prices to become the “online sneaker street” of Hong Kong. We’re filling the gap and delivering the best digital experience for Hong Kong customers wanting to find their pair, just like we’ve been able to do for many customers internationally— no matter the hype, style or function [of the shoe]. We were able to connect with Pacific Century Group (PCG), who believed in our vision.

With their support, we were able to connect with the Mirror crew. Many of them are sneakerheads with a distinct perspective on sneaker culture. Anson Lo and Edan Lui also truly recognised the importance of trust and authenticity when it comes to making a sneaker purchase.

Tatler Asia
Above Mirror trading cards (Photo: courtesy of Kicks Crew)
Tatler Asia
Above Polaroid photos of Mirror members (Photo: courtesy of Kicks Crew)

What was your favourite part about working with Mirror?
Personally, I loved our sneaker talks. It was a great icebreaker. The first question I asked each of them was what their first sneaker purchase was. You can really learn a lot about a person from their sneaker journey. [The common thread] is that no one could afford the pairs they wanted in the beginning (laughs). Myself included, of course!

Knowing that many of the members are starting their own brands, we were able to bounce ideas off one another. We plan to collaborate more in the future and leave a mark in the sneaker community locally and internationally just like those before us.

How involved were the Mirror members in the collaboration process?
They were thoroughly involved. They were locked in on the idea of being the biggest crew in Hong Kong. We shared fun memories during our photoshoots too. Each of them has a distinct personality while always staying true to their goals.

Tatler Asia
Above Kicks Crew wants to become the “online sneaker street” of Hong Kong (Photo: courtesy of Kicks Crew)
Tatler Asia
Above Kicks Crew and Mirror members bounced ideas off one another (Photo: courtesy of Kicks Crew)

Why is this collaboration meaningful to you?
It’s meaningful to me because it allows me to engage with the place where I grew up. Even though Kicks Crew has a larger following in the US and Canada, I’ve always wanted to give back to Hong Kong. I believe that my roots are a big part of who I am and there is no better way to pay it forward to our community than by collaborating with the city’s biggest local crew. Mirror was founded from a contest, in some sense, similar to a startup like Kicks Crew, which was incubated and accelerated with the right support and vision. We look forward to pushing the limits and going global with Mirror.

What makes this collaboration different or unique from others you have done in the past?
We really approached this collaboration from the lens of fans, and obsessed over what they would want to see. We really pushed the envelope and we’re excited to see their reaction.

Keung To, Singer, Mirror

Tatler Asia
Above Polaroid photos of Mirror members (Photo: courtesy of Kicks Crew)

When did you first become interested in sneakers as a style statement?

Growing up I was a big basketball fan, but I didn’t focus much on my personal style. It wasn’t until I was introduced to dancing that I looked at sneakers as a functional personal statement when performing on stage. Sneaker culture manifested from basketball sneakers and has certainly served as a medium for my style. 

What is your favourite pair of sneakers that you own and why?
As a basketball enthusiast, it would be unfair to pick just one favourite basketball sneaker since each pair tells a story with my basketball crew.

What is your favourite sneaker silhouette?
It’s strictly functional when choosing my favourite silhouette. I exclusively go for low-tops, as it allows for better mobility and flexibility when performing dance moves.

What are your favourite shoes to perform in?
Dancing and basketball share many similar traits, both have quick directional changes, cuts and jumping manoeuvres. Only basketball shoes have the grip and stability needed to execute these moves. Who knew, right?

Tatler Asia
Above Kicks Crew focuses on community and being part of a ‘crew’ (Photo: courtesy of Kicks Crew)

Whose shoe closet would you love to raid?
If I had to pick, I would love to raid Linsanity’s [basketball player Jeremy Lin’s] closet. I grew up watching him. Did you see the basketball game in 2012 at Madison Square Garden where he scored 38 points against the Los Angeles Lakers? It would be a crazy experience to meet Jeremy and pick his brain, while going through his sneaker collection.

Why is this collaboration meaningful to you?
Kicks Crew has always emphasised community and being part of a ‘crew’. Being a sneaker lover and a member of one the most iconic crews in Hong Kong, it was just the right fit for Mirror and me. Being able to share my excitement for kicks with my fellow crew and giving back to our fans was a no-brainer for me. Also, being able to meet the Kicks Crew team and learning more about sneaker culture was big for me. I wanted to give back to the fans and tell the story about our crew through the Mirror x Kicks Crew trading cards. The trading cards reminded me of Yes Cards of singers and artists I used to collect as a teenager. Looking at my own Yes Card certainly is a surreal feeling, and I am proud of all 12 of us [for having them].

Visit www.kickscrew.com and follow @kickcrewcom and @kickscrewzh to learn more about the campaign.

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