APEE officially opened its second global store and first flagship store in Hong Kong at the iconic heritage site 1881 in Tsim Sha Tsui on 12 September 2026, with a grand opening celebration held on 13 September. The brand specially invited global ambassador BABYMONSTER to make an appearance, infusing the event with a powerful atmosphere and marking the beginning of a new fashion chapter.
New Store Design and Brand Philosophy
The new APEE store cleverly combines classic pink camouflage with heart motifs, creating a dreamy atmosphere filled with Victorian-era charm. The interior design features soft pastel tones, complemented by collegiate-style triangular flags and vintage signage, perfectly crafting a sweet girl space tailored for Generation Z.
BABYMONSTER Joins the Grand Opening Celebration
To celebrate the flagship store’s opening, BABYMONSTER members showcased APEE’s new autumn/winter collection with their unique Korean fashion sensibility, demonstrating a perfect blend of sweetness and rebellion, conveying the distinctive dressing attitude of the new generation of girls.
Highlights of the New Autumn/Winter Collection
This season, APEE’s autumn/winter collection draws inspiration from classic American academia, reinterpreting strong streetwear genes. The brand’s signature heart camouflage is presented in new colourways, including pink, burgundy, misty blue, and mysterious purple, perfectly balancing sweetness and personality. The heavily promoted denim series combines exclusive “Line Camo” with vintage wash techniques, outlining a casual street silhouette.
- Exquisite three-dimensional toothbrush embroidered T-shirts
- Mixed-material corduroy sweatshirts
- Avant-garde glossy synthetic leather labels
- New cold hat series
These designs layer intricate details, providing the new generation of girls with styling inspiration that combines quality and attitude.
APEE 1881 Flagship Store Information
- Address: Shop G16 & G17A, G/F, 2A Canton Road, Tsim Sha Tsui, “1881”
- Phone: 2580-2833
- Opening Hours: Monday to Thursday 11:00 – 21:00; Friday to Sunday 11:00 – 22:00
The APEE 1881 flagship store is now officially open, inviting everyone to visit this pink heart camouflage landmark and experience the new autumn/winter collection.