It’s hard not to enjoy the double entendre of ‘Counter Culture’.

In part, it pokes fun at our own purchasing fetish; a crude label for a society of shoppers whose free time is devoured by over-the-counter acquisitions. On the other hand there’s an undertone of freethinking, a rebellious subculture; us and them. For the sake of this article the writer will assume that both of the above implications were consciously sought out and happily echoed with the alliterative title of choice.

Located midway down [and some feet beneath] Elgin Street, the descent into the subterranean Counter Culture is littered with hastily put together posters- vibrant youth-filled paper gateways into the cool urban goings on of Hong Kong. Everything in sight is drawn with the same Nu Rave paint palate, day glow prime colours and simple but striking designs, chiselled out against stark black backdrops.

Uneven clothing racks, tarnished chests and stained tables present a disorderly array of clothing that never fails to please. Dots, stripes, prints and bold colours are neither segregated nor sorted through, lending to Counter Culture’s caricature. Wallets, purses and trinkets litter shelves at perfect ‘pick up and play’ height- each item feels unique and begs to be pored over lovingly.

Counter Culture’s voice is both clear and surprisingly fresh, too self-assured to be quirky whilst too unrefined to ever be considered mainstream. The atmosphere within is akin to arriving at a party early, an untapped potential energy bubbling beneath the façade of a clothing store, the latest flyers, invites and tickets to upcoming parties and DJ events provide glimpses of this locations pounding, rhythmic heart.

A subdued but appropriately punchy sound system obliges visitors with heavily remixed European electronica creating a mood that is tireless, time of day left and forgotten at the door – it’s a vivid and extraordinary environment certainly worth experiencing. The selection of clothing, although varied, is certainly not for the faint of heart. Daring and bursting with unorthodox flair, it’s a jumble sale drenched in style filled with garments that will do their utmost to coax out your inner bohemian for an afternoon of affordable shopping.

Departing and returning to the jive of SoHo with your new purchases, you’re guaranteed to feel much more in touch with your wardrobe, a little more excited about Hong Kong’s hip underbelly and a more than a little inclined to make a return visit very soon. Great fun.