izzue

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Overview

Tagline

LIVE IT REAL
izzue is an in-house fashion brand of the I.T Group, launched in Hong Kong in 1999 by Sham Ka Wai. Centered on streetwear, it presents collections combining elements of skate culture, British utility, and the military. Its motto is “LIVE IT REAL,” and it also has lines including ARMY, NHIZ, and izzuextreme.

izzue characteristics

izzue: 9 style characteristics Traits further from the centre are more prominent within this brand. Distance is not a score, and the area does not indicate brand quality or rank. Minimal & basics Polished & dressy Luxury & heritage Avant-garde & designer Decoration & playfulness Streetwear Trends & youth culture Sporty & sportswear Outdoor & functional

Main traits of izzue

Streetwear
Elements of streetwear, skateboarding and hip-hop.
Trends & youth culture
Adoption of trends and connections to youth culture.
Outdoor & functional
Outdoor influences and functionality suited to weather and ease of movement.

Based on an analysis of 1,232 brands across 97 criteria, this chart shows the characteristics of izzue relative to overall brand tendencies.

This chart does not define a brand’s expression or rank brands.

Related brands

Parent brands and sub-brands, ordered by founding year.

Related brands
4 brands
Founded
2006-2010
2006 Sub-brand
IZZUE COLLECTION
Clothing

An upper-tier derivative line that complements the mainline.

A higher-end line derived from izzue’s mainline. I.T’s annual report identifies Izzue Coll

A higher-end line derived from izzue’s mainline. I.T’s annual report identifies Izzue Collection as one of the premium lines targeted for strengthening. Distinct from the casual-focused mainline, it is positioned to offer more developed products and is treated within izzue’s line structure as an upper-tier derivative that complements the mainline.

2010 Sub-brand
NHIZ
Clothing

A derivative line that broadens its range through collaborations.

Among izzue’s diffusion lines, it is developed as a crossover line centered on collaborati

Among izzue’s diffusion lines, it is developed as a crossover line centered on collaborations. Unlike its in-house military-oriented ARMY and down-focused izzuextreme, it is positioned as a derivative line that broadens the brand’s expressive range through joint projects.

2010 Sub-brand
izzuextreme
Clothing

An extended line focused on cold-weather wear and outerwear.

One of izzue’s diffusion lines, it is listed in official information alongside ARMY and ot

One of izzue’s diffusion lines, it is listed in official information alongside ARMY and other derivative lines. Another description refers to it as a down line, positioning it in relation to the main brand as an extension with a stronger focus on outerwear and cold-weather wear.

- Sub-brand
ARMY
Clothing

An extension line that foregrounds military elements.

One of izzue's diffusion lines, described in official materials as a military fashion line

One of izzue's diffusion lines, described in official materials as a military fashion line. It adds military elements and utility to the main line's streetwear context, taking a clearly military-focused role among the derivative lines alongside extensions such as izzuextreme.

Brands with shared characteristics

Brands that share a country of origin, founding period, category or designer.

Frequently asked questions about izzue

Country of origin, founding year, categories and parent brands.

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