7-Eleven steps into streetwear culture to celebrate 45 years in HK

7-Eleven has teamed up with local fashion label GrowthRing & Supply (GRS) and fragrance brand BeCandle for an exclusive collectible collection, reimagining iconic 7-Eleven elements with a fresh streetwear edge.

The collection marks a new chapter for 7-Eleven – innovation that goes beyond the convenience store, into new creative territory, in the spirit of this year's brand theme: “Always here, made for more!” Rooted in local culture and vintage-inspired design, the collection is a celebration of 7-Eleven's place in the lives of Hongkongers – on every street corner, through every chapter of the city's story.

Debuted at ComplexCon Hong Kong 2026 last weekend, the collection drew fashion enthusiasts to the booth throughout the two-day event. Following its debut, the full collection will be exclusively displayed at the 7-Eleven Kai Tak concept store from 25 March, with pre-orders opening on the same day via the 7-Eleven pre-order platform and app.

The collection has brought together iconic elements from Hong Kong 7-Eleven stores, featuring GRS creative director Kenji Wong's signature "Kowloon" (九龍) motif, to create a range of 1980s-inspired workwear apparel, caps, and accessories – alongside an exclusive fragrance necklace and aroma stone set, locally blended by BeCandle. 

For the apparel collection, the 1980s workwear aesthetic serves as a foundation—a deliberate nod to 1981, the year 7-Eleven first opened in Hong Kong. Using the third-generation staff uniform from 1993 to 2003 as its design blueprint, GRS has applied its signature embroidery craft to key moments in the brand's history, immortalising them as commemorative patches across the collection. Each patch pays tribute to a milestone that shaped the brand, from the opening of the first store in 1981 to 45 years in Hong Kong in 2026.

The collection also introduces a special edition of GRS's iconic "Kowloon" cap – long one of the brand's most sought-after pieces, and a proud nod to Hong Kong. GRS's iconic "Kowloon" cap reimagined in 7-Eleven's signature colours – orange, green and red – with a deliberate washed and distressed finish that creates a vintage atmosphere, delivering rich colour depth and a natural, subtle fade.

Apart from apparel, the collection also includes a keychain pouch that brings in 7-Eleven's signature orange, green and red alongside GRS's classic "Kowloon" motif; aroma stones and fragrance necklace that are blended and handcrafted in Hong Kong using specially developed essential oils. The scent opens with lime and elemi, moves through a heart of thyme, and settles into cedarwood and sandalwood – warm, balanced and distinctive.

The stainless-steel outer case is engraved with the 7-Eleven logo and this year's brand theme – "Always here, made for more!". Every detail tells a story that spans decades. The new vintage approach goes beyond appearance—focusing on what the wearer experiences. It seeks to reflect the warmth of a brand that has been part of the city and its people for 45 years.

MARKETING-INTERACTIVE has reached out to 7-Eleven for more information. 

Don’t miss: 7-Eleven and BeCandle unveil exclusive Sanrio character perfume blind boxes

Back in November last year, 7-Eleven Hong Kong partnered with BeCandle to launch a blind-box perfume collection featuring eight beloved Sanrio characters.

The “Unbox your perfume” collection was designed to offer a unique scent experience, with each perfume crafted in Hong Kong using layered notes. Customers could mix and match different scents to suit their mood, style, or the festive season.

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