Ground-Zero, established in London since Summer 2003 by Eri and Philip Chu, enacted from a single point: zero. The crux of the brand dictates the designers belief that everything arises from this very origin, just like everything else one does in life. The masterminds behind the brand, Eri and Philip Chu, started out from literally nothing and always strive to create from zero, a ground where lies nothing, which is where the name “Ground-Zero” literally came from. They want to transfer that idea into everything they do. That’s why for every season, they like to keep the shapes and cutting of their pieces rather simple. They believe that it leaves them the freedom to add on graphics as a vehicle to convey different messages, a bit like painting on blank sheets of paper. After all, regardless of what you draw on a sheet of paper, it remains a sheet of paper. They stick to the idea of making “clothes” that people wear at the very core, regardless of the designs. Their motto remains in everything they do: “Zero Could Be Everything”. This idea perpetuates from the beginning of Ground-Zero until this day
The brothers Eri Chu & Philip Chu are the two designers behind the label Ground-Zero. It started in high school where the brothers find fashion very interesting and started designing and customizing their own used clothes. Eri Chu (elder brother) was more creative in graphics and prints. Eri studied Graphic design in Hong Kong, at meanwhile he started working on some of the most crazy prints that not a lot of his classmates understood. He never gave up and did not care about all the bad comments that was given to him, instead he spent more time trying to create prints of which he believe would become some of the fashion’s biggest hit one day. On summer 1996, after graduating from high school he went to work in a tailor shop as an assistance because he want to have more knowledge in the ready to wear business. After working in the tailor shop for a few seasons, gaining enough knowledge, he went back into fashion graphics where he finds himself more interested in and more creative.
While Eri was working on fashion graphics in Hong Kong, Philip Chu was meant to be studying business management in the U.K. When all of his family and friends thought he was studying these boring courses of business, Philip actually entered a fashion design university called “Middlesex.” By this time both Eri and Philip understood that fashion would become their lifetime career from the day they customized their first tee. Philip noticed that cutting and graphics was not enough to create fashion. Fashion to them were noises about the collection, no matter it is positive or negative. Both brothers believe that having noises around Ground-Zero is a meaning of recognition from the industry.
Print is the vehicle for Ground-Zero. Using strong graphics to exhibit their explicit message. The looks are not only created through attitudes moods and statements but also through. With their anti-fashion attitude, they distort the counter culture in order to reinterpret and subvert the casual look.