By  on January 22, 2014

The Bosideng brand may not be a household name outside of China, but the management of the $1.6 billion men’s wear label is on a mission to change that.

On Wednesday night, the 22-year-old lifestyle label, best known for its down apparel and suits, made its first foray into the U.S. with the opening of a pop-up shop at Rothmans men’s specialty store in Manhattan’s Union Square. The shop is just the beginning of a push that includes offering a wholesale collection at the Liberty show in New York this week and the search for space for a flagship in Manhattan. It also plans to participate at the upcoming New York Fashion Week.

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