multiple choice is a project-based retail venture.

each project takes on a different form depending on its concept, which can be anything from a place or a function, to a colour or even a texture. In may 2008, multiple choice debuted its first project, "made in hk", which took the form of a month-long guerrilla store in nyc featuring clothing, accessories, and objects by hong kong-based independent labels, with the objective of showing that their innovative designs are a vibrant counterpoint to the negative stereotypes conventionally associated with the "made in hk" label.

Multiple choice’s online shop, "1 thing", is an ongoing project. As its namesake suggests, only 1 thing is offered at a time, at a limited supply or for a limited time. With no thematic boundaries, “1 thing” features products of individuality that range from commonplace objects to exclusive commissioned items.

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