The Brand

At phenotypsetter, we embrace fashion-forward irreverence and unapologetic originality. We specialise in reconstructing garments into spellbinding new shapes, employing intricately engineered textiles and visually captivating styles that both enthral and delight.

We defy confinement to gender norms and reject limitations on self-expression. Our designs celebrate the boundless creativity of art, featuring handcrafted embellishments and alternative fabrics that conjure mesmerising textures and graphics.

While our initial focus was on genderless ready-to-wear, we have expanded to include women's clothes and accessories lines, enabling us to push creative boundaries even further. Our imaginative designs come to life at our PMQ shop, online, selectively cosmic boutiques, and global e-marketplaces. We also unveil our latest dimensional creations during fashion weeks in Paris, Tokyo, Shanghai, and Hong Kong, where meeting international stockists. Additionally, we have successfully manifested our vision through past pop-up shops in Tokyo, Shanghai, and Hong Kong.

Years of experience in the fashion industry have guided us toward a sustainable path, where we prioritise circular economic concepts and environmentally conscious practices. Since 2019, we have been hosting upcycling workshops and pioneering enlightened products and experiences, shaping the future of fashion. phenotypsetter is committed to continually pushing boundaries and redefining norms through our unconventional, playful and artistic approach to clothing.

Currently we are selling at our own shop at PMQ, local select shops, own online shop, e-marketplace as well as consigning at local shops. We also showcase our seasonal collection at Fashion Week in Paris, Tokyo, Shanghai and Hong Kong, with stockiest in Europe, Middle East and China. Pop-up stores were held in Tokyo, Shanghai and Hong Kong.



phenotypsetter derives from the word "phenotype" which means the set of observable characteristics of an individual resulting from the interaction of its genotype with the environment.

phenotypsetter believes that the way we dress have psychological and behavioural influence on us; it helps set our identity, shape our mindset and attitude, and ultimately who we are. Thus, we could be giving more thoughts in setting our controllable phenotype to beyond a processed commodity and for creating a unique relationship with our wearable

We embrace creative, independent, alternative and innovative thinking. Our wearable should carry and uphold the same value.



The Designer

Ng Kong Wah began her fashion design learning and creative exploration at alternatif fashion workshop. Her aesthetic continued to develop through participation in HKTDC Young Designers contests and other alternatif projects. She started her private label in 2010 and opened her shop at PMQ in 2014. The brand and shop are named “phenotypsetter”. 

In 2015, she completed her Master of Visual Arts degree programme (Experience Design) at the Hong Kong Baptist University and later work as a part-time Lecturer of Wearables there.

She believes that there should be alternatives in fashion, new and playful approaches to design. Apart from own collection and commercial projects, she also participates in creative programmes/open calls.

Years of experiences and encounters in the fashion industry have also influenced her to start reforming to a sustainable way of doing wearable, and incorporating the circular economy concept. She begins to host upcycle workshop and work on new product line and user experience in 2019. 

Apart from managing her brand, she’s also a design consultant for fashion brands and a part-time lecturer at HKUSPACE.