Color just works for Hong Kong knitwear brand

The media seems to portray the brand as being for fashionistas, yet Cynthia & Xiao doesn't feel entirely that way. Would you agree?

Yes. It's for fun kinds of girls who feel comfortable with themselves. We do get some cool fashionistas who might wear our stuff and some Hong Kong KOLs [key opinion leaders]. But I don't see our brand as a KOL thing. I'd rather have more people wearing and touching the product than a KOL endorsement. I also don't have a massive inventory of stuff, so I don't need some super high-profile KOL. It's about the right balance.

The mainland is also such a different kind of vibe from Hong Kong. They like that "girl-next-door" look, which is very relatable. These influencers are really successful, but you don't know who they are. It's a different type of visibility.