Brand Story
At Hokona, we believe fashion isn't just about clothes—it's about confidence, creativity, and connection. Founded in the vibrant heart of Hong Kong in 2024, we're more than an online store; we're your global style ally. From sourcing ethical fabrics in Asia to curating trends that empower women worldwide, every piece tells a story of effortless elegance and bold self-expression. Join us on this journey to redefine what it means to dress for you.
YISO — Your Personal Fashion Buyer
[Who are we?] YISO was founded in Hong Kong, stemming from a simple belief: "Fashion shouldn't be expensive, but it must have quality." In this era of rampant fast fashion, we don't want to be just "clothes sellers." We understand the anxieties of modern women—the biggest fears of online shopping are receiving clothes that don't match the description, don't fit Asian body types, or deform after just one wear. YISO exists to save you the cost of "trial and error." We insist on providing comfortable, stylish, and Korean-inspired everyday outfits based on **"Asian standard body shape"**.
Core Values [Our Model: Two-pronged Approach, All for Better]
[Our Model: Two-Pronged Approach, All for Better] To balance "basic versatility" and "seasonal trends," YISO employs a flexible "original design + rigorous sourcing" model: YISO Essentials (In-house Customized Series): For wardrobe essentials (such as trousers and tees), we insist on in-house control. We conduct in-depth research on the skin-friendliness and durability of fabrics to ensure that these clothes, which you'll wear every day, won't easily deform no matter how many times they're washed. YISO Select (Buyer-Selected Series): To keep you up-to-date with the latest Korean trends, our buying team rigorously selects the most suitable items for Hong Kong's climate and style from over a thousand new products each season. We only select styles that "match the photos," rejecting shoddy workmanship.
Global Operations & Team
Rooted in Hong Kong, Global in Outlook. YISO is more than just a fashion label; it is a platform bridging global creativity. Global Collaboration: We drive our "Designer Partnership Initiative" to gather the brilliance of independent designers worldwide, translating multicultural inspirations and creativity into our collections. Efficient Logistics: Tapping on Hong Kong’s strategic logistics hub status, we have built a seamless global distribution network. Whether you are in vibrant Singapore, bustling New York, or familiar Taipei, the YISO team is committed to ensuring your items reach you swiftly and securely.
[Our Commitment]
Whether it's our own brand or carefully selected items, every garment that reaches you has been personally ironed and inspected by us. We don't aspire to be the biggest clothing store, but we are committed to being your most trusted wardrobe partner.
Style is a way to say who you are without having to speak.