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Launched in 2009, streetwear label Illest was the culmination of founder and creative director Mark Arcenal's at-the-time 10 years of running notable hip-hop and automotive blog Fatlace. Since then, the brand has experienced no shortage of growth, opening stores in San Mateo, Los Angeles and Hawaii. Illest Hong Kong, which opened in the industrial To Kwa Wan district towards the end of last month, marks the brand's first entry into Asia, with stores in Taiwan and Japan soon to follow. Connected to Illest Hong Kong owner Ryan Lam's OSA Motors garage, we showed up on the opening day to admire the plethora of modded rides, and to talk to Mark and Ryan about the nascent car culture in Hong Kong, trends in car modding, and brand identity.

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