New on the block

PUBLISHED : Sunday, 01 April, 2012, 12:00am
UPDATED : Sunday, 01 April, 2012, 12:00am

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For Hong Kong yummy mummies, and some severely fashionable tots, Seed will be an all-too familiar name. Seed Heritage, on the other hand, may not be.


The childrenswear and womenswear collections of the Australian brand are combined under that name, in the comfortable surrounds of stores in Queen's Road Central and The Peninsula hotel, both of which opened in January.


Launched in 2000 as a childrenswear store only, head designer Karla Fitzpatrick introduced a womenswear collection back in 2008.


'My design aesthetic is simple and graphic, with a strong focus on colour and print,' says Fitzpatrick, 'I like my collections to communicate a sense of fun, with relaxed, bohemian styling.'


The stores have a warm and homely vibe and stock affordable casual clothing (T-shirts cost from HK$385 while dresses range from HK$385 to HK$1,895).


Sold from more than 75 outlets around the world as well as through an online store, the clothes' modern yet conservative quality is clearly a winner.


Seed Heritage is at 41 Queen's Road Central tel: 2577 0721; and The Peninsula hotel, Salisbury Road, Tsim Sha Tsui, tel: 2721 4638.