I.T. has been exploring the Hong Kong market for 25 years. In the winter of 2006, I.T. launched the latest brand, : CHOCOOLATE, with a whole new concept which was different from the usual popular casual brand. With a fusion of "mass" and "prestige" to their brand philosophy, it was a perfect combination to create a one-of a new style - Comfortable, simple yet unique and lightweight.
: CHOCOOLATE x BABY MILO ® x SOFTHARD worked together to create a T-shirt collection to commemorate the 25th anniversary of the birth of the importance of IT and soft and hard moments. A BABY MILO ® and "HARD" for DJ, pop singer and actor Jan Lamb, and a BABY MILO ® and "SOFT" for Hong Kong celebrity Eric Kot were made. The hues of black and white were used to highlight the theme. Black represented Soft while white represented Hard. These were made for men and women plus the addition of having sizes for children.
To celebrate this event, the brand set up a six-day pop-up store exclusive sale on December 7 to 12 Leighton Road, Causeway Bay. The : CHOCOOLATE distinctive black and white brick wall was on display throughout the period. BAPE STYLE Special Edition figures were available for fans to take pictures, soft and hard fans didn't miss! Here were the images from the event: