The first designer clothing store of INITIAL opened in 2000. ​

INITIAL is proud of its ethos that continuously creates the unusual experience. The sharp sense for time and the flexibility to create enables the brand to truly build a unique and open platform for the next generation. From marginality to popularity, INITIAL boasts a balanced, global perspective. Breaking through the boundary of culture, INITIAL seeks to discover new needs and fuel its unique take on fashion.​
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INITIAL keeps an eye and an ear on the world, coming to the soul from its roots. Usual life is filled with unusual people. INITIAL exists - for being remarkable.​