:CHOCOOLATE
I.T Limited · Hong Kong
:CHOCOOLATE is a Hong Kong casual and streetwear label owned by the retail group I.T. It makes unisex, print-driven everyday clothing such as graphic tees, hoodies, sweatshirts, trousers and outerwear at accessible prices.
| Parent group | I.T Limited |
|---|---|
| Launched | 2006 |
| Origin | Hong Kong |
| Style | Unisex streetwear and casualwear |
| Website | chocoolate.com |
What is :CHOCOOLATE?
:CHOCOOLATE is an in-house label of I.T, the Hong Kong fashion retail group started in 1988 by brothers Sham Kar Wai and Sham Kin Wai. The brand describes its approach as a blend of "mass" and "prestige", with original designs aimed at people who pursue a refined, tasteful lifestyle.
History
The label launched for autumn/winter 2006 as an everyday wear line. It sits within the portfolio of brands that I.T both owns and retails, alongside the international labels the group distributes.
Products and positioning
:CHOCOOLATE focuses on youthful, print-driven casualwear with a unisex focus. Its style draws on streetwear, Y2K and skate influences. The core range includes:
- Graphic tees and sweatshirts
- Hoodies and outerwear
- Trousers and casual separates
The brand regularly releases collaborations, including projects with Champion, A Bathing Ape and Disney characters.
Distribution
The label is sold through i.t stores and the group's online shop ITeSHOP in Hong Kong, mainland China and Southeast Asia, and through its own website with a store locator.
Why it matters
:CHOCOOLATE shows how a multi-brand retailer can build a vertically controlled youth label inside its own store network, using collaborations to keep a print-led casual offer fresh.
Frequently asked questions
Where is :CHOCOOLATE from?
:CHOCOOLATE is from Hong Kong. It is an in-house label of the Hong Kong retail group I.T.
What does :CHOCOOLATE sell?
It sells unisex casualwear such as graphic tees, hoodies, sweatshirts, trousers and outerwear, often with print-led designs and collaborations.