Rebranding a Made-to-measure Legacy: Inside the ARISTO Identity, A New Chapter in Hong Kong Tailoring

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Written By François Hurtaud

Hong Kong September 2025 - ARISTO marks the evolution of Raja Fashion, a family tailoring house serving Hong Kong since the 1950s. Led by fourth-generation tailor Prashant Raja, the brand moves from a volume-based model to an invitation-only atelier focused on craftsmanship, education, and service. We were approached to develop ARISTO’s brand strategy and identity, a system built to reflect heritage and refinement.

The emblem combines elements from the Raja lineage: a lion for personality, a crown for leadership, and a shield for legacy. The tone is calm, exact, and confident, aligning with the brand’s goal to become the modern reference for sartorial craftsmanship in Hong Kong.

The interior concept was designed by LC Studio, led by Chow SY and Louis Matthieu Chon, translating the same values into space. Rich textures, muted tones, and balanced proportions create an environment that feels both private and refined, an atelier built for conversation, learning, and measurement.

ARISTO represents a deliberate step forward: heritage recast for a new generation of gentlemen who value substance over spectacle.

Explore the full case study or visit the ARISTO atelier in Tsim Sha Tsui to experience modern sartorialism firsthand.

Case Study >
François Hurtaud

François Hurtaud begun his design career in 2008 as a studio designer after graduating from Masters Degree in Advanced Studies in Cross-cultural Design at Shanghai University and a Bachelor in Industrial Design at L’Ecole de Design de Nantes in France.

Hurtaud then headed the design force for several consumer goods companies where he demonstrates his understanding of the power of social and sustainable design, cross-cultural and the precarious balance of function and form in luxury design and production.

Since his childhood, Hurtaud has always had the passion for art, science and technology; passions that he cultivated and improved through formal educations and apprenticeship in design. Having the chance of working in different countries, agencies and companies, exploring multitude aspects of designs, he now thinks of design as an equation, trying to find creative solutions to balance between functionality & aesthetics, sustainability & profitability, viability & legitimacy. Hurtaud’s designs has received multiple international design awards and accolades, such as Good Design Award, Red Dot Design Award, German Design Award and A' Design Award.

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