GROCERY is a Hong Kong-based fashion and lifestyle apparel brand established in 2018, aiming to create accessible essentials for the community. The design philosophy centers on fashionable yet simple loose-fitting cuts, drawing inspiration from military and vintage apparel, basketball culture, and classic films. In recent years, the brand has actively collaborated with international IPs to create crossover series, injecting new energy into the local market. Furthermore, GROCERY has been dedicated to partnering with various local brands and organizations, leveraging its brand influence and wide audience to jointly promote local culture, striving to introduce Hong Kong's trend culture to a broader audience.
GROCERY x Greenie & Elfie x Unbox Industries "Fashion x Toys" Pop-Up Store: To kick off the "10th Anniversary Art Toy Journey" celebration for Greenie & Elfie's designer, Too Natthapong, Unbox Industries is thrilled to invite the immensely popular Hong Kong fashion brand GROCERY to lead the charge for the first event. The Terracotta Warrior Elfie, created by Too, has been chosen as the main character for this event, guiding everyone into this pop-up store that carries a theme of "excavation," symbolizing a new milestone for the three collaborating parties. This promises to bring a refreshing shopping experience to everyone.
Fashion • Toys • The Ultimate "Mix": GROCERY, a brand that has always prioritized high quality and classic design in its creative principles, may have a name that seems linked to sundries, but in reality, it signifies no limits to its collaborative partners and creative themes. The most crucial elements for their projects are playfulness and top-tier quality. The decision to partner with Unbox and Too this time stems from a shared "fun-first" creative philosophy. From concept to execution, the creative process is guided by a "rule-breaking" style. This is much like Too's creations, which are generally dominated by "cute" character designs and color palettes.
However, for this collaboration, GROCERY chose the "cool" Terracotta Warrior Elfie as the theme. By combining it with the brand's unique design aesthetic and interpretation, they have launched a variety of eye-catching apparel, accessories, and limited-edition toy figures for the event. Coupled with the store's distinctive decor and layout, and featuring the first-ever 50cm giant Terracotta Warrior Elfie statue on display, it feels like stepping through time into Elfie's mausoleum—imposing and dazzling! Of course, a wide range of exquisitely made apparel, accessories, and limited-edition toys are also ready. Furthermore, on February 15th from 12:00 PM to 3:00 PM, Too will be present for a meet-and-greet and signing session (autographs are limited to products purchased at the event; please do not bring other items). Let's celebrate this exciting time together.
GROCERY x Greenie & Elfie x Unbox Industries Product Catalog
3200Cloth Strip 100% Elfie with GROCERYmini keychain
This special collaboration Cloth Strip 100% Elfie soft vinyl toy, launched for the pop-up store and exhibition, fully showcases the unique colors of the collaborating parties. The 100% Elfie elephant is made of high-definition clear vinyl. The GROCERY team individually cut pieces of the brand's signature washed fabric and wash tags, placing them one by one inside the transparent elephant to create a richly layered, see-through effect. Moreover, for the first time, it will be sold gashapon-style with a randomly included mini keychain, adding even more playfulness to an already unique product.
Price: HK$250 each
Terracotta Warrior G.I.D. Elfie
The creative concept is inspired by the classic American brand Anchor Hocking's Fire-King Jadeite heat-resistant glassware. The jade-green body has been meticulously color-matched, using glow-in-the-dark vinyl to present a translucent, jade-like texture. Color details are subtly applied only to the eyes and mouth, making the entire Terracotta Warrior Elfie figure look even more like an "excavated artifact" from ancient times.
Price: HK$350 each
XL Terracotta Warrior Elfie Statue
The world's first public release of the 50cm extra-large Terracotta Warrior Elfie statue. It is made of Polystone resin, featuring hand-painted details with a faux bronze statue texture to create its effect, further showcasing the essence of the Terracotta Warrior's design in meticulous detail on the statue.
Price: HK$3200 each
GROCERY x Greenie & Elfie Special Edition Apparel
GROCERY x Greenie & Elfie Special Edition Apparel: For this collaboration, GROCERY has meticulously produced two washed T-shirt styles: the Terracotta Warrior Elfie Washed GRAPHIC TEE and the Greenie & Elfie Hong Kong Ice Cream Van GRAPHIC POCKET TEE. The chest graphic on the washed tee combines the faces of Greenie and Elfie, complemented by a cool and cute GRAPHIC design and a snowflake wash texture, making each unisex tee unique. The back is printed with a classic ice cream van GRAPHIC personally designed by Too, which cleverly incorporates GROCERY's brand elements.
The other theme-matching Terracotta Warrior Elfie washed tee is exceptionally stylish! The chest features a subtle print of the GROCERY brand logo integrated with Greenie & Elfie elements, while the back boldly displays multiple design sketches of the Terracotta Warrior, echoing the army of Terracotta Warrior Elfie figures at the exhibition.
1. Terracotta Warrior Elfie Washed GRAPHIC TEE HK$490
2. Greenie & Elfie Hong Kong Ice Cream Van GRAPHIC POCKET TEE HK$420
GROCERY x Greenie & Elfie x Unbox Industries Pop-Up Store
Event Dates: February 15th to March 1st, 2025
Location: Shop 06, Level 5, Langham Place, Mong Kok
Opening Hours: 12:00 PM - 9:00 PM
Facebook：Gro_cery
Instagram：@gro_grocery @pakka7 @unboxindustries_hk