Editorial Review

I.T is not so much a store as a labyrinthine web. This eccentric chain has been on an ineluctable rise for the last two decades, due mainly to the group’s success at setting the fashion tone for Hong Kong’s huge army of young creative professionals. I.T not only carries great international labels under its roof; it also develops its own fresh house brands like izzue (its full name is http://www.izzue.com), b+ab and 5cm. You’re bound to find something you’ll love like crazy, if not at one of its flagship I.T stores, then at the hundreds of smaller i.t (yup, not capitalized), izzue, b+ab or 5cm shops that cover nearly every square mile of Hong Kong. Our favorite branch is the i.t on Cleveland Street in Causeway Bay, but the I.T in Admiralty’s Pacific Place and the izzue in Mongkok’s Langham Place offer entirely different experiences. We know, all these wacky store names drive me crazy, too, but the best way to disguise Big Brother is to invent Newspeak.