Our Journey

 

 

URBAN28 began with a close group of friends — Sammie, Maja, Han, and Yimi — originally from the Netherlands and now based in Hong Kong. Over the years, we’ve fallen in love with the vibrant cultures and unique fashion scenes in cities like Seoul, Tokyo, Beijing, and Hong Kong. We kept wondering where we could find these amazing independent brands, and that curiosity led us to create URBAN28, a mission to support and celebrate indie brands.

More than just brands, we also believe in uplifting independent creatives by showcasing and selling their artwork alongside our collections.

We are a small but passionate and ambitious team, building opportunities one step at a time. With each project, we grow, improve, and get better thanks to the support of our community and the passion we bring to everything we do.

 

 

2019 

In spring 2019, we had the chance to launch our very first pop-up at PMQ, Hong Kong. It was a modest one-month event, but a huge step for us. We curated four amazing brands — Kolca from South Korea, Otacciman des Plimes and Omoto from Japan, and ViciousVenom from Hong Kong.

Maja even flew in from Dubai just to help set it all up. We kept things simple and eco-friendly, decorating the space with plywood, including a wall of three giant plywood panels dedicated to Kolca sneakers. Honestly, that wall was such a powerful sight, perfect to catch the eyes of our very first customers. It felt like the start of something special.

 

 

 

 

2021 

Despite the ongoing pandemic, we pushed forward and held our third Pop-Up, this time at K11 Art Mall. It was a big moment - not just for the space, but because it was our first time collaborating with independent artists, giving them a platform to showcase and share their work.

We also began to expand our brand curation, slowly bringing in more labels that aligned with our vision. Through all the challenges, the support kept us grounded and growing.

 

 

2022

We came back to K11 Art Mall in 2022, this time with a much bigger space and our longest pop-up yet, running for 7 months. It marked a new chapter for us, as we slowly expanded our curation with even more Japanese, European, and local brands that share our vision.

We’re incredibly thankful for every opportunity, every collab, and every person who showed love. None of this would be possible without the continued support from all of you, it’s what keeps us moving forward.

 

 

2023

In 2023, we hit a major milestone: our first ever permanent flagship store opened its doors in the heart of Central Market, Hong Kong. This space became more than just a store — it became the pulse of our brand, our culture hub, and where our community started to grow IRL.

 

 

2024

In December 2023, we took Urban28 global with our first pop-up store in Japan, landing in the iconic Taiko district and staying until May 2024. Not long after, we popped up again — this time in Osaka’s Namba Parks for an intense two-week run full of good vibes and limited drops.

And when the cold rolled in, we brought the heat: our first winter pop-up launched in Tokyo’s COREDO Muromachi III from November to January 2025, wrapping up the year with love, layers, and fresh energy.

 

2025

Guess what? We're back at COREDO Muromachi III in Tokyo for a full-year pop-up starting March 2025 all the way to March 2026. We're beyond grateful for the love and support!