A. SOCIETY Founders On “Cultural Friction” And Their Collaboration with Maison Kitsuné

Yuenyeung martinis served in branded cha chaan teng takeaway cups, a master seal engraver carving jade chops amid pulsating beats, and a crowd of the city’s coolest spilling out from the store onto the mall walkway. It was April Fool’s Day, but this party was no joke. Hong Kong eyewear label A. SOCIETY celebrated its latest collaboration with Maison Kitsuné at their flagship store in K11 MUSEA. The launch was bold, considered, and informed by a deep appreciation for shared culture—characteristics that mirror the heart of the new A. SOCIETY + Maison Kitsuné collection.

“The core inspiration came from the concept of urban transformation. The collaboration’s main graphic features the Palais Royal in Paris—a historic site that has evolved into a hip, vibrant café area. This immediately resonated with us because it reminded us of Hollywood Road in Hong Kong, another melting pot where heritage meets modern culture,” explain A. SOCIETY founders Julien, Kenny and Dee. “By blending Maison Kitsuné’s effortless Parisian aesthetic with our technical eyewear expertise and Hong Kong roots, we’ve created a collection that is globally relevant yet deeply personal. It’s a celebration of that shared cultural mixture.”

Together, the two brands produced a capsule collection comprising three new eyewear silhouettes. MING is the baddie of the bunch with its sleek and sculptural feel, CAMILLE is a versatile everyday pair, and HIKARI is the aviator’s more modern, artsy cousin. However, A. SOCIETY + Maison Kitsuné’s joint vision isn’t limited to just eyewear; the narrative extends to a series of accessories, a limited production of 200 exclusive chops, and even the packaging. 

A. SOCIETY has such a compelling lineup of collaborations. What’s the guiding philosophy or criteria for choosing your collaborators, and how does Maison Kitsuné fit into that?

Julien, Kenny & Dee: Our guiding philosophy is rooted in ‘cultural friction’—the idea of finding the sweet spot where different perspectives meet to create something entirely new. We look for collaborators who share our obsession with detail but bring a different cultural lens to the table.

Maison Kitsuné was the perfect partner because we share a bicultural DNA. Their story is built between France and Japan, mirroring our own brand’s blend of East and West. This collection represents a ‘romantic dialogue’ between Paris, Tokyo, and Hong Kong, visualised through the concept of a postcard.

There’s a strong element of Chinese heritage woven into this collaboration. What inspired this cultural narrative specifically for this collaboration?

J,K&D: The inspiration came from wanting to ground a global collaboration in a very specific local soul. We chose the traditional seal because it represents identity and permanence—a perfect metaphor for eyewear. Working with Master Ng Kam-chuen on Man Wa Lane allowed us to bridge the gap between a centuries-old craft and modern street culture. By reinterpreting the jade seal in our Mazzucchelli acetate, we aren’t just looking back at history; we’re carrying it forward into a high-fashion context that resonates with a new generation.

The packaging for this collaboration is also integral to the storytelling. Can you share more about the concept of the postcard? Why is it important that the packaging becomes a keepsake?

J,K&D: We wanted the packaging to be more than just a box; it is a physical memory of the collaboration’s narrative. The postcard concept is a nod to the golden era of travel—specifically the journey from Paris to Tokyo, where Hong Kong served as the essential layover and cultural meeting point.

In a digital world, a postcard represents a deliberate, tangible act of connection. It was important to us that our packaging becomes a keepsake rather than waste, completing the story of our ‘blind box’ seal and the launch film’s journey through the city. By framing the experience this way, we allow the customer to take a piece of our Hong Kong story home with them, keeping that sense of travel and history alive long after they’ve started wearing the frames.

Can you describe the characteristics of the type of person you might envision to wear each of the silhouettes—HIKARI, CAMILLE, and MING?

HIKARI is the modern minimalist. We envision someone who values refined, architectural precision. They are the ‘quiet luxury’ enthusiasts who appreciate a sleek, wrap-around aesthetic but want it grounded in high-quality craftsmanship. It’s for the individual who moves seamlessly between a high-stakes gallery opening and a late-night city drive—someone who lets their style speak through silhouette rather than loud logos.

CAMILLE is the effortless romantic, designed for the person who embodies that classic Maison Kitsuné ‘Art de Vivre.’ They have an effortless, almost cinematic approach to style—think of someone strolling through the flower markets or enjoying a slow afternoon at a cha chaan teng. It’s a softer, more evocative frame for those who want a touch of vintage nostalgia reimagined with a contemporary, high-fashion edge.

MING is the statement piece of the collection. We see this on the bold trailblazer—the person who isn’t afraid to take up space and lead the conversation. With its stronger lines and commanding presence, it’s for the creative who lives at the intersection of streetwear and avant-garde design. It’s a silhouette for those who view eyewear as the centerpiece of their identity, not just an accessory.

Beyond the eyewear, there are two necklaces and pendants. What inspired these designs and why choose these particular items as part of the collaboration?

J,K&D: Beyond being just accessories, the necklaces and pendants in this collection were designed to merge high fashion with true utility. A core piece of this collaboration is our HIKARI model, which features magnetic clip-on lenses. We wanted to create a seamless way to transition your look, so we developed magnetic necklaces that allow wearers to easily ‘cling’ their lenses onto the pendant when not in use. This transforms a functional eyewear component into a piece of wearable art, perfectly embodying A. SOCIETY’S focus on technical innovation and Maison Kitsuné’s philosophy of an effortless, curated lifestyle.

The design details are where our two worlds truly meet. The pendant shape is inspired by the wavy edges of a Hong Kong 20-cent coin, while the arrow graphic is a minimalist, geometric interpretation of the Maison Kitsuné fox head. We carried this minimal fox motif into the sunglasses as well, and even used the exact same acetate for both the eyewear and the necklaces to ensure a cohesive, premium feel. It’s about creating a lifestyle solution that is as technical as it is aesthetic.

Do each of you have a favourite piece from the collaboration? How are you styling it?

Julien: My go-to is the HIKARI. As someone who wears a prescription, I’m obsessed with the technical side—it’s incredibly lightweight and comfortable for all-day wear. I usually style it with the magnetic necklace, which lets me transition from indoors to outside effortlessly.

Kenny: For me, it’s the MING. It’s a statement piece where style comes before everything else. I love pairing it with a clean, structured silhouette to let the bold design of the frame really stand out.

Dee: I have to go with the 1-in-10 blindbox edition seal. It’s the ultimate “Hong Kong represent” piece for me.