Established in 2021 based in Hong Kong.

WHAT IF aims to give you a unique and high quality shopping experience.

As a lover of fashion and styling, we are in constant search for high quality items from all around the world. We are dedicated to creating a fashion brand that blended with different cultures and styles.

We don’t follow trends, we create them.
"In order to be irreplaceable one must always be different." by Coco Chanel

Thank you for joining us in this great adventure!