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.
Bosideng has 11,000 points of sale in China and opened a flagship in London in 2012. It also brought Amelia Pretious on board in June as head of design and buying to help the brand compete more effectively in the global market. Pretious formerly headed men’s design for Crombie in the U.K.
In the U.S., Bosideng hired former Hugo Boss and Joseph Abboud chief Marty Staff as a consultant, as well as Project marketing executive Nancy Berger to spearhead its social media efforts and Agentry PR to oversee marketing and public relations.
“This is the first Chinese lifestyle men’s brand to come to the U.S.,” Staff said. He said the exit of Joseph Abboud from the wholesale market in the U.S. — the brand was sold to The Men’s Wearhouse Inc. and will now be offered exclusively in its stores — opens up an opportunity at that level of the market. Price points range from $50 for knits and $695 for suits to $1,000 for leather outerwear.
“The price points are the same as Hugo Boss and Joseph Abboud,” he said, “but it’s a little younger and hipper.” Jackets are short and slim, averaging 28 inches, and the clothing is made in Portugal. Pretious called the design “East meets West,” or a blend of British tailoring with Chinese sensibility.
Gao Dekang, founder and chairman of Bosideng, said through a translator that he expects to find success in the American market. “The U.S. is the biggest market in the world in terms of fashion,” he said. “It’s vibrant and energetic and the timing is right for a Chinese brand to go abroad.”
Staff said the hope is to sell the brand to around 15 to 20 upscale retailers for fall as Bosideng works to get its name known in the U.S. He said the brand is expecting to open additional pop-up stores in Los Angeles, Las Vegas and Miami in the spring and is searching for a building to purchase in Manhattan for a store. In London, Bosideng bought a site next to Browns, which it demolished and rebuilt for its store, at a reported cost of $57 million.
“We’re only looking for business in excess of $1 million for the first season,” Staff said. “But we believe the potential is huge. We have the product and the story, now we just need to execute.”
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye