World famous YouTube star and founder of Australian fashion retailer ‘Kokaine’, Hao Phu, shares his secrets on how to create an iconic brand with a cult following
Hao Phu, the magnetic and energetic founder of Australian retail clothing icon, Kokaine, has grown a significant fashion empire by putting in genuine effort to connect with the brand’s growing crowd of avid followers.
Loved all over the world for his insightful, raw and genuine personality, the Kokaine brand is more than just a forefront label for Phu’s products, it’s a name and a sub culture that people connect with as they express themselves through Kokaine’s clothing and accessories and Phu’s extraordinary passion for life. The brand is inspired and motivated by the Japanese culture — from fashion to vending machines.
“We realised early on how important it was for our customers to be part of our journey and our eco system,” Phu said.
“So we created the ability for our customers to have more human interaction with our label — so they understand there is a real person behind the brand that they can engage and interact with. I wanted them to get a sense of who I am, what makes me tick and my love of life so they could share in the vision.”
