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.