Global brand ambassador BABYMONSTER makes a grand debut to jointly unveil the 2026 Fall/Winter Collection featuring sweet and cool street vibes.
APEE, the trendy womenswear brand favored by Gen Z, reaches a new milestone! Following its first store in Harajuku, Japan, APEE’s second global store and first Hong Kong flagship store officially opened on September 12 at the declared monument, 1881 Heritage in Tsim Sha Tsui. The brand hosted a grand opening ceremony on September 13 to celebrate, featuring global brand ambassador BABYMONSTER as the headline guest. Their powerful energy sets the stage for a highly anticipated new chapter in fashion.
On September 12, the new APEE store officially opened at 1881 Heritage, an iconic landmark in Tsim Sha Tsui. Situated at this declared monument imbued with classic Victorian elegance, the store space is filled with its signature pink camouflage and heart motifs. Soft pastel tones intertwine with a vibrant, carnival-like energy, while preppy pennant flags and retro-style signage create a dreamlike, amusement park atmosphere—perfectly crafting a sweet, girlish space tailored for Gen Z.
To celebrate the grand opening of the APEE flagship store at 1881 Heritage, a star-studded opening ceremony was held on September 13. Global brand ambassador BABYMONSTER made a stunning show-closing appearance, injecting explosive youthful energy into the event.
Showcasing their distinctive Korean fashion sensibilities, members of BABYMONSTER debuted the new APEE Fall/Winter collection. Seamlessly blending sweetness with a rebellious edge, they perfectly embodied the unique style and attitude of the new generation. This season, APEE draws inspiration from classic American Academia, deconstructing and reinventing its strong streetwear DNA. The brand’s signature heart camo is refreshed with a richly layered new color palette— pink, burgundy, dusty blue, and mystic purple—striking a perfect balance between sweetness and edgy individuality. The highly anticipated denim collection utilizes an exclusive “Line Camo” combined with vintage wash techniques to create an effortless street silhouette.
Exquisite craftsmanship extends to the fabrics and details: toothbrush embroidery T-shirts, mixed-material paneled corduroy sweatshirts, edgy glossy synthetic leather patches, and the latest must-have Autumn/Winter beanie series adding rich layers to every look. When retro collegiate style collides with rebellious streetwear, APEE serves up wardrobe inspiration that blends premium textures with bold attitude.
The latest Fall/Winter collection is rolling out at the APEE 1881 Heritage flagship store.
APEE 1881 Heritage
Address: Shop G16 & G17A, Street level, 1881 Heritage, 2A Canton Road, Tsim Sha Tsui, Kowloon
Tel: 2580 2833
Opening Hours: Mon – Thur 11:00 – 21:00; Fri – Sun 11:00 – 22:00
APEE is a vibrant womenswear line under Tokyo’s iconic streetwear label A Bathing Ape®, created for Gen Z girls. It reinvents urban style with a feminine edge, showcased through signature heart motifs and vibrant camo patterns. Beyond apparel and into curated accessories, APEE serves as a medium for self-expression, empowering girls to tell their unique stories and showcase fearless individuality across school, street, and social settings. Through collaborative collections and community initiatives, APEE continues to champion the next generation’s creativity and individuality.
