The Mills and UNIQLO promote local cultural exchange with T-shirt collection

The Mills (南豐紗廠), a revitalisation project by Nan Fung Group, has teamed up with UNIQLO to launch four limited-edition T-shirt designs inspired by its history and community connection. 

Done in collaboration with PR agency Chance Communications, the campaign is available until 26 September, targeting young adults and local cultural lovers.

A spokesperson from The Mills told MARKETING-INTERACTIVE that The Mills shares the same belief as UNIQLO UTme!, an app that allows users to create their own original T-shirt designs, in fostering community connections. “The Mills collection is designed to showcase the unique character of The Mills and highlight the contributions of the textile industry during its heyday, as well as its lasting legacy."

The collaboration is rooted in The Mills' heritage as a former cotton spinning factory and UNIQLO's identity as an apparel company, according to the spokesperson "We believe this partnership creates a wonderful synergy, promoting The Mills as a heritage site while UNIQLO launches the series as a contribution to the Tsuen Wan community."

In collaboration with four local illustrators including Mon Cheung, Wing Lo, Wai Wai (慧惠), and Kazy Chan (陳嘉豪), the four T-shirt designs draw inspiration from The Mills's history, vintage objects, and community connections, featuring four unique illustrations that capture memorable moments and milestones of The Mills' revitalisation.

This includes Cheung’s signature cartoon cat, 麻甩貓 Bruce, taking photos at The Mills; 太平桶, which was once used for firefighting and now serves as a decorative element; a cat portrait on The Mills' exterior that symbolises its transformation into a cultural and pet-friendly landmark; and the "textile dragon dance" during the opening of the Centre for Heritage, Arts, and Textile (CHAT) summer exhibition in 2018.

The four T-shirts designs are being available for exclusive sale at designated UNIQLO stores in Tsuen Wan starting 6 September. Customers can also visit the UTme! platform at UNIQLO's flagship store in Causeway Bay or the Mong Kok store to mix and match the four designs, allowing them to unleash their creativity and produce a unique custom UT.

Furthermore, The Mills is launching a pop-up exhibition on its first floor during the campaign period. Visitors can experience the doll clamping machine to win UTme! T-shirts or stickers in capsule toys. A style hint corner also offers customers inspiration, using The Mills as a backdrop to explore various styling options.

Additionally, items from The Mills, such as the 太平桶, will be exhibited for the first time from 6 September to 7 October at selected UNIQLO stores in Tsuen Wan, allowing the public to discover more stories about the spinning mills.

The collaboration is being promoted through PR, onsite signage, and a pop-up space at The Mills, as well as in-store promotions at UNIQLO’s Tsuen Wan location. Digital efforts include EDM, website content, and social media channels such as Instagram, Facebook, Xiaohongshu, and WeChat, are also adopted.

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Vanessa Cheung, founder of The Mills, said: “The Mills was revitalised from a textile factory, an important part of Hong Kong's history. Today, it stands as a cultural and innovative landmark, and we hope to pass this legacy on to future generations.”

“We are thrilled to partner with UNIQLO on the UTme! collection, collaborating with four local artists to launch a district-themed product. This initiative promotes local cultural exchange and intertwines the story of The Mills' revitalisation with art and creativity. Through this collection, we aim to showcase the new energy we bring to the community and offer the public a unique opportunity to explore the story of Tsuen Wan,” she added

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