Kim Jones, a prominent figure in modern menswear, is set to launch his eponymous brand in Hong Kong. The brand will debut through its own e-commerce site in mid-2027 and will include a standalone store at Central Yards, an $8 billion mixed-use development by Henderson Land, with the first phase opening in October 2027. This new "groundscraper" structure will extend approximately 400 meters along Victoria Harbour, near the prestigious IFC shopping mall, and aims to reshape the city's skyline. Additional retailers for Jones's brand in Asia will also be announced.
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Jones expressed his enthusiasm for the new venture, stating, "After many years working with incredible houses and collaborators, it feels like the right moment to do something under my own name again. This brings together the things I’ve always been interested in — fashion, art and design — and gives me the space to work with people I admire and explore new ideas."
Alongside longtime business partner Lucy Beeden, both of whom are majority shareholders, Jones plans to create designs primarily manufactured in Japan, with leather goods produced in Italy, at a “considered price point.” The brand aims to offer a varied wardrobe that transcends traditional categories, hinting at a fluid and genderless clothing approach.
Jones has a deep personal connection to Asia and has previously reflected on the region's significance in the fashion world, stating in 2025 that “Asia is the future.” This connection is evident in his past work at Dior Men and Fendi, where he integrated local craftsmanship with European heritage. Notable collaborations included partnerships with various Asian artists and designers, as well as K-pop group BTS.
Since leaving Fendi and Dior Men in 2024 and 2025, respectively, Jones has pivoted his focus towards Asia, launching Kim Jones Studio and working with various brands, such as a luxury sedan collaboration with Chinese manufacturer Avatr and a recent appointment as creative director for Areal, a brand of Bosideng.
While Hong Kong is typically viewed as a financial hub rather than a fashion capital, recent initiatives like the Hong Kong Fashion Fest have contributed to an emerging local creative scene. Jones has a history in Hong Kong, having spent significant time there while at Dunhill, and the city has been a critical commercial location for his previous collections.
Despite challenges from the pandemic, Hong Kong’s retail sales have seen a resurgence, bolstered by increased tourism and demand for luxury items. It ranks as a top city for high-net-worth individuals and is often listed as the most expensive housing market globally. Industry figures note Hong Kong’s strategic advantages for international brands looking to enter mainland China.
The launch is also beneficial for Central Yards, with ongoing phases expected to complete by 2032. Special retail agreements are often negotiated between developers and high-profile tenants, which may include tailored lease terms.
Furthermore, the Hong Kong fashion landscape is undergoing significant renewal, leading to an influx of luxury brands seeking to establish a presence in the area. As the city enhances its reputation as an international design destination, it is positioned to support significant collaborations between Western designers and local creatives.
With the Asian fashion market valued at over $730 billion, Jones is poised to leverage his brand in a region where his past work has already garnered considerable popularity among young consumers. His previous collaborations, particularly with cultural icons like BTS, have solidified his status in Asia, making his upcoming brand launch highly anticipated.