Red Cloud is a name few major retailers have yet heard of – but watch this space…

Dubbed one of China’s first premium selvedge denim brands by influential fashion media monitor WGSN, it’s one of a new wave of independent denim makers carving out a new raw denim culture in Asia.

Red Cloud’s new store is not exactly located in the heart of Hong Kong’s fashion highway – instead, you’ll find it tucked away in a narrow alley in Kwun Tong in Hong Kong’s industrial district.

It’s the company’s second retail store, the first in its home city of Shenyang in the Mainland opened soon after the brand was founded in 2007.

In an extensive interview with WGSN correspondent Anupreet Bhui, published online with photos of the store’s interior design, store manager Wan talks about the positioning of Red Cloud as a high end premium selvedge raw denim brand and how it has overcome the ‘Made in China’ tag.

“The first thing that strikes you upon entering the shop is its old world charm garnished heavily with refreshing vintage interiors done up in a typical retro Hong Kong flavour that speaks out through its ceiling fan, authentic shop signage and hand picked furniture classics,” explains Bhui.

“The shop is itself a labor of love by its owner Wan, who has hand built most of its fixtures and curated vintage furniture from all over Hong Kong and China. Wan is a good friend of Red Cloud founder Raymond and has helped him develop the business in Hong Kong as the sole distributer of Red Cloud & Co.”

Wan says the shop has already built a fast-growing following among local denim connoisseurs.

“At present there are a number of denim brands that are coming out in the market which may be selvedge and more expensive. However I really feel that for the consumer who truly understands high quality and authenticity, will continue to value Red Cloud & Co. Over these years, we are slowly but steadily building up our loyalist base who truly understand the difference. I am very optimistic about the future,” he told Bhui.

Read the Q&A feature on the WGSN blog here.