Hong Kong fashion retailer HISSO and its sister brand, Story Behind, will close all 18 stores across the city by April 7, 2026, marking the end of a 15-year run for the homegrown label. The announcement, made on March 7, 2026, via social media, triggered an immediate wave of nostalgia and concern among customers.
HISSO, known for its locally designed clothing blending vintage and street styles, currently operates 12 stores, while Story Behind, launched three years ago, has six locations. The brands cited a “fulfilling number” of 15 years as the reason for the closure, expressing gratitude to customers for their support. “15 years is a perfect number, it’s time to draw a period to this journey,” HISSO stated in a social media post. Story Behind described its existence as “a bold attempt, born from a whimsical idea,” thanking customers for allowing the “small and precious story” to conclude gracefully.
A clearance sale offering discounts of up to 90% off, with an additional 10% off purchases of three or more items, began immediately following the announcement. Reports indicate increased foot traffic at HISSO stores, including locations in Kowloon Bay and Kwai Fong, as customers sought to take advantage of the final sale.
The closures come amid a challenging economic climate in Hong Kong, with both the dining and retail sectors experiencing a wave of closures. HISSO was founded in 2011 and grew from a small boutique to a multi-location brand, appealing to a younger demographic with its affordable prices and trendy designs. Story Behind focused on more elegant women’s wear.
HISSO’s store locations include APM in Kwun Tong, Tao Heung Shopping Arcade in Kowloon Bay, Telford Plaza in Kowloon Bay, Kai Tak Retail Park, Windsor House in Causeway Bay, T.O.P. In Mong Kok, and New Town Plaza in Sha Tin. Story Behind stores are located in WWW TC Mall in Causeway Bay, Tsuen Wan Town Centre, T.O.P. In Mong Kok, APM in Kwun Tong, Sha Tin New Town Plaza, and Telford Plaza in Kowloon Bay.
The brands have not disclosed specific reasons for the closure beyond the stated desire to conclude their operations after 15 years. The decision has prompted expressions of disappointment from customers online, with many lamenting the loss of a beloved local brand.