The Armoury

Class apart Timeless style is what founders Mark Cho and Alan See are looking to bring to Hong Kong through The Armoury, a men's haberdasher now open in Central.

'We don't want men to be more fashion-forward,' Cho says. 'For certain men, particularly those who are less fashion oriented, this classic menswear aesthetic fits. It's stable, it never really changes and it's reliable.'

Frustrated with the spread of low-quality but vigorously advertised menswear products, the smartly dressed duo wants to take the low-key road. Their philosophy is based on a passion for durable and refined menswear, evident through Cho's laborious worldwide search for the best craftsmen and artisans. Highly involved in selecting the products, Cho and See also pay substantial attention to pricing, promising customers reasonable price tags for unquestionable quality.

Cho objects to the idea of gentlemanly dandyism. 'I don't like the word 'gentleman' here,' he says. 'There's a tendency to make this aesthetic seem pretentious but, really, you're just a guy and you want a suit.'

The pair's dress philosophy dictates what men should consider as three essential wardrobe items: espresso-brown shoes, a navy tie and a grey sharkskin suit.

The company's suppliers include Spanish brand Carmina and British label Gaziano & Girling for shoes, Drakes of London for hand-made ties, Japanese ready-to-wear brand Ring Jacket and bespoke local tailoring house WW Chan.