“Go deeper inside yourself, and to really living the life you want to live.” Interview with Jacky Lam, the associate creative director of izzue

What made you decide to join izzue initially?

Jacky: Joined IZZUE back in 2005, I was a young man graduated from Istituto Marangoni. Being an Asian in Europe, working with a group of designers in different nationalities, I wanted the world knows how talented these Asian designers are. IZZUE is a very good platform to show what Asian label can do. And from there, IZZUE and I grow together.

Can you explain to us more about the motto ‘Live it Real’ behind izzue?

Jacky: Kurt Cobain once said: “I’d rather be hated for who I am, than loved by who I’m not.”

Knowing who you are is the privilege of the lifetime, seldom can really know what life means and live the true self. This is why we believe to issue/izzue yourself, to go deeper inside yourself, and to really living the life you want to live. Just like Jack Kerouac said: “Live, travel, adventure, bless and don’t be sorry”.

How do you describe izzue in a sentence?

Jacky: “Live It Real”.

Izzue has engaged in partnerships with diverse creative brands and individuals, including collaborations with G-Shock and Banksy. Could you share some of your noteworthy past collaborations, or perhaps provide insights into potential future partnerships?

Jacky: The most notable collaboration is NHIZ- NEIGHBORHOODIZZUE, which is a long-term project with NEIGHBORHOOD. It was started in 2010 and was a huge success immediately. Until now the fanbase keep growing.

URSUS.IZZUE.BAPE– a project with A Bathing Ape’s popular diffusion line URSUS. It’s more about combining BAPE’s playful elements with IZZUE-ARMY’s military-inspired instincts.

This winter, we team up with ALPHA INDUSTRIES and Aftermaths for the ‘Ice Rebel’ capsule, which is inspired by Alaska great land, to present the furry creamy winterland looks.

My personal favourite is Robert Mapplethorpe project in 2021. It reflected multiple levels of relationships between people, people and nature. Hopefully we will come across again in 2024.

What kind of person do you envision when you think about someone wearing izzue?

Jacky: Someone with “I don’t Care”, “I’m Who I’m”, “Don’t try to change me” and “Don’t copy me” face.

As a Hong Kong local brand, which ever stage an on-schedule show at London Fashion Week, how do you see the development of fashion and design in Hong Kong at this stage and where it is going in the future?

Jacky: In the past two decades, IZZUE has built quite a large fanbase not just in Hong Kong, but also around the world. We have online orders not only from the UK, USA, China, Australia, Singapore, Germany, but also from Russia, Saudi Arabia and Mexico. I mean, the world is AS ONE now. It’s time to use the past to build the future, to refine what we already accomplished and add new depth and subtleties in order to penetrate into the cyberspace.

What are some of the challenges you encountered while managing izzue?

Jacky: Whatever I’m doing, I’m in that moment and I’m doing it. The challenge is keep asking yourself: “Who we could be? What are we become?”

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?

Jacky: NO FEAR.

The compass is ourselves. If you’re walking down the right path and you’re willing to keep walking, eventually you will make progress. Little by little, it’s unstoppable.

Little by little, it’s unstoppable.

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