Our Story

Our vision is for The Armoury to become a truly international men’s haberdasher and the byword for Service, Craftsmanship and Soul in men’s clothing and accessories.

The Armoury was established in Hong Kong in 2010 by Alan See, Ethan Newton and Mark Cho, born from our passion for classic styling and interest in the unique stories behind well-crafted men’s products. It is our response to today’s trend of insubstantial products masked by expensive advertising. We strive to find companies, factories, workshops and craftsmen dedicated to their product and craft.

We are selective with who we choose as our artisans and aim to work closely with them in partnership. As a result, we sell only products that The Armoury can be proud to represent – products made with quality craftsmanship, outstanding design and timeless style. We do this because we love classic menswear and we hope to share this passion with others.

Mark Cho

Mark Cho

Mark was born and raised in the UK and has lived and worked in the US, UK and Asia. Having fallen in love with the suit at age 16, he has been developing his knowledge of classic gentleman's clothing ever since. Constantly on the move, his perspective on tailoring is globally honed, drawing influences from the natural elegance of Savile Row to the striking style of Naples and the attention to detail of Tokyo. His curiosity and enthusiasm for classic menswear have connected him to designers, craftsmen and shopkeepers throughout the artisanal world.

Through The Armoury, Mark plans to bring classic men’s style to an international audience in a way that is genuine and friendly, emphasizing quality, value and individuality over flash and trendiness.

Alan See

Alan See

Having worked closely with the apparel industry throughout his career, Alan has come to understand more about the origins and process in which most garments are produced today. His personal interest in men’s clothing led him to seek even more knowledge through the tailors and artisans during his travels. It was also this interest that chanced a meeting with Mark, which led to the creation of The Armoury several years later.

Other than his finds of great quality and people of timeless style, Alan plans to share something he considers the key differentiator behind the brands at the Armoury – the passion and soul behind the brand as well as the unique stories of the artisans.