2% / Two Percent (Hong Kong)


2% two percent hong kong
I know I talked a lot about overpriced luxury brands in my last post, but if you ask any of the hip young locals where they shop, they'd probably point you in a completely different direction. Yes, on the surface, it might look like logos rule this city, but those who care more about style than just dressing up in branded gear have long developed their own, usually more eccentric look. HK's biggest idol in this movement has always been Japan. And while local kids used to dress a lot more over-the-top than they do know, Japanese fashion still remains a key style influence. It's no surprise that Japanese brands are very easy to find here, whether it's Comme des Garçons, Uniqlo or more obscure labels that can be found in smaller indie malls. And to keep everyone happy, local brands that cater to this trend have popped up as well.

2% two percent hong kong2% looks from FW09 (images: 2%).

2% two percent hong kong'+-x÷'looks from FW09 (images: 2%).

One such brand is 2% (or 'Two Percent'), a high street label that was founded in 1994, with a group of professional designers in charge of creating looks that represent Japanese hip and chic style. A few years later, a more sophisticated line '+-x÷' was added, followed by two more brands 'th:' and 'ODF' which specialize in unisex pieces and more quirky colorful clothes respectively. None of these ranges are as crazy as one might imagine, based on Japanese street style. Everything is very wearable. And as cute or kitschy as some of the lookbook shots might appear, the pieces looked very normal in-store. Which isn't to say the clothes are boring.

2% two percent hong kongA stripey dress (left) and a fringed vest (right).

The store I went to was tucked in a busy side street in Causeway Bay, though there are over a dozen retail spaces scattered throughout HK and I believe there are larger shops than the one I visited. Nevertheless, this outlet stocked all the brands, but because of the limited size of the sales area, clothes were stacked together so tight on the racks, I had a hard time pulling them out. Combined with the crowds of people, this made browsing (let alone taking pictures) quite a challenge. The ground floor displayed the range of the regular 2% line and racks were in some cases positioned on top of each other, so I did end up spending quite a long time in the same corner. Of course this is HK, where space is hard to find, so don't be surprised if some stores do cram as much as they can into their little retail havens.

2% two percent hong kongSo many clothes, so little space... overview of the ground floor from the stairs (left) and colorful bags near the cash desk (right).

2% two percent hong kongPlaid and sparkly jackets lined up in a row (left), a selection of leather boots (top) and chunky knits (lower right).

Even though the ground floor, with its black walls and minimal decor lacked any sort of charm, the clothes made up for it. I'm still kicking myself for not snatching up a pair of slouchy pin-striped trousers that came with matching leather braces/suspenders. There were cute frilly dresses, fitted sparkly tank tops and many colorful accessories courtesy of the ODF line, including bags, head pieces, hats with bunny ears (very cute) and scarves. Of course you had a few classics as well, such as basic tees, knits and simple white blouses. Most items were on sale at the time, so the pricing was incredibly low, though even without the sales, prices will match what most lower-end high street stores are asking for.

2% two percent hong kongSlightly more organized... overview of the first floor (left).

2% two percent hong kongThe very tempting accessories shelf (left) with its hats and bags.

One floor up is where I found the more low-key '+-x÷' range, which was dominated by classic trench coats, light dresses, plaid tops and cool military jackets. Despite the clothes here being more my style, I couldn't keep my eyes off the accessories, which included the softest faux-fur collars and printed trilbies. The area was a little brighter than the previous one, mainly because of the white walls and sparkly floor, which added to the girly charm. But stuff was still crammed into racks against the wall. Surprisingly the accessories shelf was quite bare in comparison. I'd also like to note that 2% makes some great shoes. The patent booties with a wool trim looked both cosy and chic, while the neutral-hued sandals would be perfect for SS10.

2% two percent hong kongMore clothes... and some lovely footwear.

2% two percent hong kongThe front area of the top floor (left). Metallic scarves anyone? (right).

On to the last floor is where the men's collection was housed along with the unisex label 'th:'. Again, these items are more low-key, so anything you buy here will last you beyond a few seasons. This was also the only area that seemed to have a bit of personality, probably a result of the wooden floors and shelves, giving everything more rustic vibe. Most of the clothes were geared towards winter, with thick coats, puffa jackets and chunky knits taking up most of the wall space. Again I was drawn to the accessories, this time the metallic wool scarves and (yet again) some very swanky hats.

2% two percent hong kongMore menswear than you have time to browse. Hats are a popular accessory (top) and the large changing rooms (lower right).

2% two percent hong kongA few cool touches courtesy of the illuminated posters (left) and wooden beams add to the rustic look (right).

A great place to stock up on more 'local' fashion, even if it is Japan inspired. But to be honest, I wouldn't have guessed where the inspiration came from if I hadn't read up on the brand and viewed the lookbooks. The collections are a good balance between trendy and timeless and can easily be integrated into any wardrobe. Because of the various sub lines, there's a look to suit any taste, whether it's bright and fun, cool and edgy or classic chic. Good news to those who live in Australia, New Zealand or Canada... 2% is stocked there, as well as China, Taiwan and Malaysia, so check it out if you get a chance. Hopefully they'll create an online store in the near future, but until they do, you'll just have to pay HK a little visit.

2% two percent hong kongUnisex looks of the 'th:' line (images: 2%).

2% two percent hong kongSlightly more quirky... the ODF range which includes bunny ear hats and leopard print vests (images: 2%).

Address: 4 Cannon Street, Causeway Bay, Hong Kong
Opening Hrs: Mon-Sun: 11:00-23:00

2% Homepage

65 comments:

  1. that looks like a treasure trove of a place to rummage through!

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  2. The shop looks so good. Everything looks really cool.

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  3. Seems like a fun store to shop at!

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  4. My friend is currently in Hong Kong visiting family!!! Very jealous I would LOVE to go there. This looks like an amazing place, you never know what gorgeous things you would find!!
    xx

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  5. This looks absolutely fab. I have a friend in Hong Kong and he's been trying to get me to come there since forever. And now I guess I have an excuse ;)

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  6. I have a big crush on most Japanese designers. So sad Yohji Yamamoto closed his stores in NY this week! But we still have Comme des Garçons and Uniqlo, of course. :) And I would love me some ODF!

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  7. I love Japanese fashion too so I think I would be a super fan of 2%!!

    xoxo
    B* a la Moda

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  8. I just love the colorful looks at the end of your post!

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  9. I really love the look books - the way they styled the women is so creative! Definitely inspiring!

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  10. I would love to shop somewhere like this, and the slouchy pin-striped trousers with matching leather braces/suspenders sounds amazing! Thanks again for a wonderful post...and have a wonderful weekend!

    xoxoxo
    Rachel

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  11. Interesting store with lot of funny thing. :-)

    P.S.: ♥Please don't forget to join the Three Birds Designs giveaway!♥

    Good luck!


    X♥X♥

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  12. You're making me jealous with this one! I would love to spend a day here-I've always thought I should only shop in amazing asian cities bc I'm only 5"2' and pretty small. xo

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  13. Happy friday to you!
    Hope you are feeling healthy again!!!

    So happy weekend is finally so close!
    Oh, you always do the best "shopping" post with great care to details!!!

    There is one degrade trench coat which looks more than lovely.

    Wishing you a wonderful weekend ahead!

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  14. Ive always wanted to go shopping in Hong Kong, my friends always come back with the most amazing clothes.

    Thanks so much for your lovely comment dearest, so sorry for the insanely late reply!

    Im glad you enjoyed the post, your feedback is really appreciated =]

    Stay safe and chic darling,
    English Rose x
    http://iamanenglishrose.blogspot.com

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  15. WOW, this place looks awesome! I'd love to visit 2%.

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  16. I wish UK high street looked this exciting!!

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  17. Hong Kong is one of my favourite...it's a fantastic place! I will definitely check out this shop when I'm there next time...Thanks for sharing!

    Have a great weekend, cheers: Evi

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  18. I think there are nobody more creative (let' put Galliano for a second aside) than Japanies designers. I can tell you that I would, probably, walk to Hong Kong just to have an opportunity to by one tutu skirt by Comme Des Garcons. The store looks very interesting, thank you for the wonderful review. I am wishing you beautiful January weekend.:-)

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  19. Let the shopping begin!! Great pieces
    Have a good weekend
    *Nathalie

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  20. I love your writing so much I could spend my whole day reading your posts :)
    love these looks from 2%- great styles.
    have a lovely weekend, darling.
    xoxo

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  21. Tons of clothes crammed on racks drives me crazy when I go shopping (you can't pull one thing off without knocking down 3 other items), but 2% looks like a store that's worth the trouble!

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  22. phew that was a lot of stuff you went through! i can't even imagine how you tried to take pictures there - was the store accomodating? i know a lot of HK stores don't allow photography because they're afraid of copycats.

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  23. That looks like a really cool store!!!
    Have a lovely weekend :)
    Thanks for your comment.
    P.S.: I'm adding your blog to my blog list.

    -The Trendy Fashionista
    http://thetrendyfashionista.blogspot.com

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  24. interesting label. spotted some fine leopard prints and ruffles from your photos. OMG you were in Hong Kong. I appreciate very Japanese fashion. Hope you had a great time there. Can't wait to read about your next shop style journey!
    xoxo

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  25. I would like to be in Hong Kong now!
    Amazing post :)

    Kisses

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  26. Another reason to go to Taiwan =)
    I love Japan inspired brands, they're always so creative and insanely fun. I wish I could check out this store!

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  27. Sounds like a wild Dover Street Market. I'm so hoping for an online shop! Sabine x

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  28. This store looks so interesting, such a great review. Thanks for your note, the sho window with the Hermés bags is a little second-hand shop on rue de l'Annonciation in the 16th.
    Have a fabulous weekend!

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  29. I love Japanese street style inspired faux furs and dresses. :) This has been a fabulous review too, am impressed with this store~!

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  30. few months ago, my sis-inlaw and i are talking
    about going to HK just to shop esp clothes.
    the clothes aren't expensive and so trendy.
    did you see people selling lots of imitation bags/clothes there?
    btw, great post sweetie!
    i always love to see your travel pics.

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  31. I love 2% but I think that store is soooo crowded. My family moved recently and live right by Causeway bay, just over from Victoria Park! I can't wait to visit them!

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  32. The urbanity of this brand is absolutely phenomenal! I would gladly take any piece from 2% home. Amazing review my love!! :)

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  33. The bags are so fab!
    I am so going to Hong Kong the minute my vacations start. ;)
    Xx

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  34. Wow you're in Hong Kong ? I miss Hong Kong ! I want to go there again x) And 2% seems to be a very great boutique ! :D Might go there if I have a chance :)

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  35. so informative as always...i see the world through your eyes

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  36. I would definetely love to find this in... Geneva ;D
    Thanks for the tip !

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  37. looks like some really cute stuff & a cool place to shop :)

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  38. Hi there-what a shame they aren't in Britain, it looks a fab place to shop!! I adore Uniqlo, their stuff is always reasonable, different and washes well too! Another great post my dear!!

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  39. Very cool!
    I had never heard of this label before... it does look and sound like a fun shopping destination!
    Keep up the amazing work, darling :)

    xoxox,
    CC

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  40. looks amazing- wish i lived close because my paycheck would be in THAT store- looks amazinggg
    xx
    and gorgeous blogg- will definitely stop by again SOON!

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  41. you make me want to shop so badly! ahahahah! and, boy do they pack it all in there! hahahaha

    i hope you have a great weekend. you better. or else.

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  42. Glad to see someone digging into HK a little deeper! It's an odd, interesting city.

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  43. OMG!! I wish I were in Hong Kong right now and I'll be broke!! They seem to have so many cool shopping spots!! xxooxoxxo

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  44. Cutesy pie Nippon looks... I find it funny, and interesting, to see these very fashion conscious young Japanese ladies roam around Paris. I sit at a café... and observe and ...infuse ideas!

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  45. I wish to fly to Hong Kong this second!! If only just to shop here!

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  46. I left you an award on my post today. Please take a look?

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  47. This shop looks like a goldmine!!! Thanks for checking out The Fashion Smoke and for your lovely comment, I hope you can follow us too :)

    http://thefashionsmoke.com

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  48. The clothing of that label is so cute! The store is really cool as well. I for one love checking out indie labels because it assures you that not everyone will have what you have. Great post!

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  49. The shop looks great and i like the idea of fashion from Japan! Japanese girls are very stylish!

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  50. I love japanese clothes, I wish I was there shopping ;)

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  51. Looks like an awesome store! you took great pictures, so the owners should be very great full for you
    you have a great blog it's very creative :)
    keep up the good work!

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  52. I read both of your Hong Posts with great interest as I've never been to China, or Japan, or any Asian country for that matter. One day we will but it will be a few years, so it was great to read your on the street account of what it's actually like to be there and witness the shopping culture firsthand and compare it to how its represented in the media. And of course to view it through your gorgeous pictures.

    I'm not surprised about the volume of luxury stand alones as Deluxe (which I'm sure you've read!) described such expansion strategies of the conglomerates in great detail - and there it is! I really can't imagine living in a city where there are 10 Prada stores. I wonder how the accessibility, concentration, and in-your-face presence of these high-priced brands would affect my spending habits? How do the Chinese shoppers balance their lives with their spending, considering the inflated price tags?

    I will have to look for 2% the next time I'm in Toronto - thanks for the tip! ♥

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  53. That looks like a lovely place to shop ~ what an amazing collection of clothes.
    I have not heard of 2% here, so I will look out for them.

    Have a happy week and I hope that you are feeling better now.
    Hugs
    Carolyn

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  54. Definitely a spot I would want to hit up were I there. The jackets have my number!

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  55. This looks like a fun store you could spend a lot of time in! I like how there are different lines - like H&M. The colorful handbags look fun and I'd want to get my hands on one of the sparkly jackets!! Hope you're having a great weekend! xo, Mel

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  56. oh yes...that definitely looks a place i would shop at. the bright colored bags are FAB. and i love the name 2%...very trendy.

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  57. I went to HK in 05 and loved it! Maybe if I visit again I'll go take a look at that store.

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  58. Funky! I love the black atmosphere!

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  59. are you familiar with the label k2? it's probably low-end... i found it in the shopping centre on Diamond Hill MTR many years back when going to HK was like a yearly or twice-a-year thing for me and my ex. i did see the label again in TST the next year i first found it. i can't remember if i know about 2% but whatever the case i know i'll probably like it. your post makes me consider if i wanna take a short trip in feb. alone this time. school starts in mar so feb's the only time i could sneak off.

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  60. great to see some options with better prices!! it seems to be a great store!

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  61. 2% now it's gonna taunt me everytime I pop in the fridge and the milk carton is staring at me :) I would absolutely love to hit this place, and those chunky knits - I want to roll in them. That's all I want to wear these days. Well that and my pj's.

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  62. 2 % is great. i shop at the 'smaller' ver. shop in NZ. it's really great! prices are a bit more expensive than standard fashion shops here, but it's worth it! great post. gave me an insight into what it's like in HK!!

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  63. +-x÷ is my favourite brand here at Taiwan! The clothes are rather costly, but worth it! But their sales are worth going to!

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