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HONG KONG IT & IZZUE STORE: HYOMA & MIFFY CUTE CHARACTER CLOTHING LINES. SELECT SHOPS, TRENDY BOUTIQUES CHINA.

Posted by La Carmina on July 25, 2011


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All the way back in 2008, I wrote about Hyoma — a Hong Kong streetwear brand featuring a cute kitty. Three years later, I finally had the chance to pick up more items from this poppy designer.

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Hyoma is found in the select shop, I.T. / Izzue (various locations in Hong Kong. The brand originated from Japan, as you can tell from the kawaii design.

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Hyoma is all about bold, primary colors. While the clothes have a loose, urban feel, they are made with top-end fabrics.

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The brand suits me and Seba very well, don’t you think? We both picked up a few things at Hyoma — you can see us wearing them during our Hong Kong nightwalk.

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Another boutique caught my eye… because it sold Miffy clothing! (The lovable rabbit character by Dick Bruna.)

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And who can resist Felix the Cat on a t-shirt?

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I’m impressed by how cute character brands are producing chic, poppy fashion. It’s Asia street style at its best.

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PS: Thank you to Blood, Sweat and Fashion Magazine for interviewing me about my spooky world. Is there any plans to do more cooking books? Where do I see myself in 5 years? Advice to budding bloggers? Read my answers here.

What are your impressions of Hong Kong culture so far? Would you wear these clothes? You can see all my articles in the Hong Kong and Macau category.

Song of the Day: Metis Gretel – Metamorphose (Visual Kei with harpsichords)

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Filed Under Fashion, Hong Kong + Macau
21 Comments

21 Comments

  1. Mary
    Posted July 25, 2011 at 2:55 pm | Permalink

    awww <3

    Reply
  2. Miffy_fan
    Posted July 25, 2011 at 2:55 pm | Permalink

    I wanna check it Out!

    Reply
  3. TesQ
    Posted July 25, 2011 at 2:55 pm | Permalink

    Thank you for introducing more of Hong Kong! Totally loving Hyoma and the Miffy Shop! I predict I’m going to spend a bomb there when I do get to revisit Hong Kong again and I bet my next time there would be so much better cause I have your blog as a guide!

    I admire Hong Kong culture for it’s non-stop round the clock business drive, the work hard play hard style, but yet I also find it fiercely competitive.

    Reply
  4. Paulina
    Posted July 26, 2011 at 7:42 am | Permalink

    cute i wish i was you you get to travel and buy sooo much clothes!

    Reply
  5. Dell
    Posted July 26, 2011 at 7:43 am | Permalink

    Looks good. 

    Reply
  6. Yuridia
    Posted July 26, 2011 at 7:50 am | Permalink

    waaaaaaaa sugoi :3

    Reply
  7. Jonas
    Posted July 26, 2011 at 8:09 am | Permalink

    yeyyy!! Kawaii!

    Reply
  8. Jess
    Posted July 27, 2011 at 1:28 am | Permalink

    Oh hell no. Waaaay to cute. Needs more black. Interestingly, Miffy is still big at home in Wales, mostly on our welsh language station, s4c. 

    Reply
    • Erin
      Posted July 27, 2011 at 2:03 am | Permalink

      totally. lol. i wish i had the money to buy sum outfits from them. lol

      Reply
    • lacarmina
      Posted July 27, 2011 at 3:23 am | Permalink

      Funny, a lot of ppl don’t realize Miffy is not from Japan.

      Reply
  9. Jrockonhigh
    Posted July 27, 2011 at 1:28 am | Permalink

    I’d wear a lot these since they look so comfortable and cute!

    Reply
  10. cheapshoesaaa
    Posted July 27, 2011 at 7:33 am | Permalink

    All politics are based on the indifference of the majority.

    Reply
  11. indian scarves
    Posted August 15, 2011 at 6:10 am | Permalink

    nice post!!

    Reply
  12. Cink999
    Posted January 29, 2012 at 10:27 pm | Permalink

    grrrr i cant wait to go to honghong next year for all the awesome clothes i luv miffy hes so cute ><

    Reply
    • lacarmina
      Posted February 1, 2012 at 4:03 am | Permalink

      Check out all my Hong Kong posts for more fashion tips!

      Reply

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