The very unpleasant work experiences prompted Eric and Philip to embark on their fashion adventure from scratch. Just as their brand’s name implies, they aim to cultivate hope from the very beginning, starting from ground zero. Their designs seamlessly blend high-end and streetwear styles, capturing the essence of urban culture, celebrating diversity, and kindling hope through fashion.
What motivated you to start GROUNDZERO initially with Philip together?
Eri Chu: We developed a passion for fashion from a young age. After completing my graphic design degree and coinciding with my brother’s high school graduation, we both experienced unsatisfactory jobs and lifestyles. Determined for a change, we left our jobs and founded Groundzero. Alongside this, Philip pursued fashion studies in London, starting from scratch.
If you were to summarize your brand in a single sentence, how would you define it?
Eri Chu: Fusing city cultures, embracing diversity, and igniting hope through fashion.
What kind of person do you envision when you think about someone wearing GROUNDZERO?
Eri Chu: The person I envision wearing GROUNDZERO is someone who is confident, expressive, and open to different cultures. Groundzero’s brand is designed for people living in metropolitan cities.
As a brand with a global presence, are there any noteworthy Asian regions’fashion trends or brands that you’d like to highlight for our readers?
Eri Chu: Certainly! China has seen the rise of many talented and original designers in recent years. Notably, Rui Zhou and Windowsen have achieved remarkable success and established their unique styles.
What are your thoughts on the resurgence of Y2K fashion and the global popularity of K-pop style in today’s world?
Eri Chu: The resurgence of Y2K fashion and the global popularity of K-pop style are intriguing trends. Similar to trends like 90s trip hop or Brit pop, they are just temporary phenomena. Everything in fashion is transient and subject to change.
How do you come up with every collection?
Eri Chu: I create each collection based on my brand philosophy of adding fun to everyday life. By researching trends and drawing inspiration from various sources, I design clothes that go beyond simplicity and bring joy to daily routines.
What are some of the challenges you encountered while building GROUNDZERO?
Eri Chu: Of course, there were challenges throughout the entire process, from the initial construction to the present day. There have been many ups and downs in terms of design, operation, funding, and the details of each garment. Issues such as shipping problems and meeting deadlines have arisen constantly. However, with the mindset that difficult problems will always be resolved, we have managed to overcome each and every problem, big or small.
Do you have any advice for our readers who are seeking to ﬁnd a way to start their own brand or career in the fashion industry?
Eri Chu: Follow your passion, define your brand, educate yourself, build a strong image, start small, collaborate, adapt, persevere. Success in fashion awaits!
Follow your passion, define your brand, educate yourself…
Text by Yiyao Zhang