There's never been a better time to be a fashionisto in Hong Kong.

Moustache, a retail store set up in Sheung Wan in 2009, in the western part of Hong Kong has been fast making a name for its stylish bespoke and ready-to-wear apparel. Sales are increasing. What's more, Moustache boasts a clientele comprised not just of Hong Kong's fashion-forward chicsters, but global aesthetes and stylistas.

"Men increasingly come under pressure (to keep up with men's fashion) and must play 'catch up' as fashion evolves," say the owners.

Co-founders Alex Daye and Ellis Kreuger continued to raise the store's sophisticated profile at last month's "The Hub" - a business-to-business fashion trade show - held at the AsiaWorld Expo, between August 28-30.The Hub was organized by British expatriates Peter Caplowe and Richard Hobbs, who have a long-term plan to put Hong Kong on the global fashion map and get people in the city buzzing about men's fashion.

Such events are elevating men's taste for fashion and styles in the city like never before. Tailors - a commodity the city is hardly short of - and retailers say there is no turning back this focus on men's sophisticated taste for dressing.

It's like a new generation all want former British actor Cary Grant's classical, old-world fashion prowess, but sporting contemporary skeins instead. Grant, a bespoke regular on London's Savile Row, would phone his tailor asking for a buttonhole to be moved by one-eighth of an inch on his blazers. Today's men led by style icons like designer Tom Ford, have, like Grant, learnt to direct their tailors with precision.

But for those with tastes more high street than high collar, they can still shop regulation suits, pants, underwear, socks, handkerchiefs, and accessories at stores like Giordano, Bossini, Gap, Nautica, H&M and even Zara. Whatever the entry point and whatever the style silhouette, the menswear boom in Hong Kong looks like it's here to stay.

(HK Edition 09/13/2013 page5)