Ground Zero is formulated on the belief that a great design house should be founded on a solid foundation, through naming their brand "Ground Zero" the due of Eri and Phillip Chu have revealed their shining ethos, that the first step towards their creative universe is a translation of the brothers' thoughts- that everything has to start from zero- the beginning, where the paths are infinite and all possibilities are endless. Ground Zero's inspirations come from everywhere, their concepts always reveal a duality through the contrasts: Dark and light, yin and yang, hope and despair. Yet they manage to bring these opposites together harmoniously, revealing a deep synergy within and a great understanding of design.
While Eri studied graphic design in Hong Kong, Phillip studied fashion design in London. Both started from "zero", whether through simple t shirts and clean lines or work experience as a tailor. Together, the brothers sought to create limited edition pieces for the market, while their talents and symbiosis grew leading them to be an unstoppable force in the fashion industry. Always instilled that they started from "Zero", the brothers always kept their humility in their garment construction from scratch. The brand was first stocked at the UK'S "Pineal Eye" as the first step of the industry, followed by growth in higher end boutiques, thereby growing to 40 shops globally.
The " As You Like It" Collection Collection in 2008 garnered a rather large reception from the press and public, as this grew, Phillip and Eri knew this was their destiny. Receiving the amount of public acclaim led their talents to grow and 13 collections later, Ground Zero's focus continues to lie in womenswear as well as menswear.
GROUND-ZERO HAS COLLABORATED WITH MANY GREAT ARTISTS OVER THE YEARS, SUCH AS JUUN J (2 SEASONS), HONG KONG CELEBRITIES WYMAN WONG, MIRIAM YEUNG AND TWINS, COMPANIES SANRIO, AND-A, D-MOP AND BYPAC CASHMERE, AND MANY MORE.