Edison Chen shows zest for fashion at new Juice boutique

PUBLISHED : Friday, 20 July, 2012, 12:00am
UPDATED : Friday, 20 July, 2012, 12:00am


Edison Chen Koon-hei was in Tsim Sha Tsui this week for the opening of his new Juice clothing store in the basement of the Woodhouse shopping mall.

The star, who was sporting a mohawk, said the Nathan Road shop would sell more accessible street wear brands compared to the Causeway Bay location.

'I can't generalise too much, but Kowloon-side people are more down to earth and relaxed. It's not so much of a finance district.

'I used to chill in Tsim Sha Tsui a lot when I went to school here,' he said. 'It feels a little grimier but that doesn't necessarily mean it's bad.'

Chen's clothing label, CLOT, also launched several limited-edition items on Wednesday night, including an exclusive T-shirt line featuring Odie, the dog from the Garfield cartoon strip.

Established by Chen and Kevin Poon in 2003, CLOT hopes to help encourage a unique sense of style among the city's youth. 'There is a style but it's not really ours,' Chen said. 'It's a rendition of something in a magazine. Trends come and go very quickly here.'

Aside from the two stores in Hong Kong, there are Juice shops in Shanghai, Taipei and Kuala Lumpur. A new location in Beijing's Sanlitun area is scheduled to open in March, Chen said.

When not ruling his fashion empire, the actor, is hard at work on new music and movie projects after a few years' hiatus.

'I'm starting to get more chances and opportunities to film movies again,' he said.