The collision between Chinese style and High Street combined with another tidal brand to rise?

This summer's hottest word is freestyle, a group of young people named underground rapper fire, and the Chinese trend market in 2017 was brought to life by a variety show "China Hip Hop"! In the history of a hundred years, hip-hop culture not only derived its own unique fashion style, but also profoundly influenced the fashion industry. With the popularity of this program, in addition to hip hop, Superbrand, Stussy, Air Jordan and other trendy brand clothing also followed. The tide culture has become a diversified industry spanning fashion, cross-cultural, and trans-regional, and as the new and new humans have gradually become mainstream consumer of the tide culture in the 90s and the later, some tidal brands have begun to emerge in the domestic market. Their style of dress is not only fashionable but also meets the tastes of domestic consumers. China Fashion Network has found a brand that is almost the same as “China Hip-Hop” program tonality and clothing positioning—JPE. What kind of brand story does it contain?

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1.

Spiritual core

Fun, passion, nature

Hoodie, baseball cap, shoes, denim, oversized windbreaker... Many years ago, this dress came to China after Europe, America, Japan, South Korea and Hong Kong. However, the trend culture behind it has always been on the “periphery,” and such young people dressed up have also been labeled “treasoned”.

Nowadays, there are many influxes in the streets, and the tide culture is no longer rejected by the general public. There are more and more business opportunities brought about by the tide culture. More and more young people are also willing to spend time and money to make themselves up. The “tidal” + Chinese cultural elements are an inevitable factor. The greatest feature of Chinese culture is its inclusiveness and diversity. Any culture that encounters Chinese culture will be absorbed and contained by Chinese culture, and it will eventually become part of Chinese culture. JPE will Has become one of the trends + elements of Chinese culture fusion.

JPE is derived from the abbreviation of English words, Joy represents fun, Passion represents passion, and Essential represents the essence. These three words restore the personal character of founder Wu Xinghua. Wu Xinghua himself is an athlete and is always passionate and full of everyday life. He is curious about any new things, likes to explore new things and fields, respects new cultures, and admires new spiritual theories. He not only upholds freedom but also respects traditional culture. These are his personal style of conduct and the spiritual core of JPE, representing young people with the same traits.

JPE founder

Tony Wu Xinghua

Wu Xinghua explained to China Clothing Network the original intention of his creation of JPE. Under the background of the era of chaotic dance in the fashion industry, many young people began to become more and more respectable. On the contrary, the international stage will instead present the Chinese Oriental elements at a high frequency. The so-called national essence is international. What JPE wants to do is to integrate the traditional Chinese culture at the cutting-edge fashion with the temperament of a new fashion and youth, and bring everyone a new freedom. The trend style has become a leading brand of local designers that not only meets the background of this era but also has Chinese cultural heritage. For JPE, clothing has become a kind of cultural carrier. It is hoped that more young people following trends will pay attention to Chinese traditional culture, love traditional Chinese culture and pass it on.

Nowadays, more and more Chinese young people, especially those in the post-90s, hope that they can be more tidal and more personal. Dressing and dressing has become a manifestation of their taste and personal label. Trend culture is gradually maturing, and the fashion that combines traditional Chinese cultural elements should be respected.

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2.

"High Street Chinese Style"

Occupy the trend

The fourth year JPE entered its establishment established the brand's core competitiveness. Before that, consumers' intuitive experience of JPE garments was comfortable. The fabrics used cotton and linen, integrated plate buckles, embroidery and other traditional Chinese cultural elements. It's hard to sum up with one word. The “high street Chinese style” was born under such a background. It is a fashion dress, a play of Chinese elements, and traditional cultures handed down from ancient ancestors, such as calligraphy, mahjong, tai chi, embroidery, and printing, are applied to clothing. The ancient craftsmanship was added, but the outline of the entire clothing is still a trend. Just as "Chinese Hip-Hop" wears Chinese-style clothes for each player, it is to pass on this culture. Therefore, the rise of a culture requires new forces and new elements. JPE is like innovation, collision, reflecting the mental outlook of the new youth, perhaps for the brand, the synchronization with the trend is basic, to achieve their surprise, come to the highest level.

/ The new "Chinese style" experience /

JPE Design Director Wang Hao said that the biggest bright spot of JPE is that its entire group of Chinese style winds has not been defined as entering into a very Chinese collocation system, but has entered into a collocation system with a very trendy and daily demand. For example, the continuous innovation of this category of Tang suits is highly integrated with the current fashion, and JPE's Tang suit has even been specially designed to match sports shoes. This is the biggest highlight of JPE: a different Chinese style gives consumers a new Chinese style experience.

The style of JPE is more diversified, but the Chinese style has always been preserved. JPE does not have a clear age group. It prefers to locate a group rather than a certain age group. It is interested in the Chinese style, is full of respect for Chinese culture, understands fashion and its own understanding, and can become a JPE customer. In Wang Xi’s opinion, fashion is a manifestation of personality and a manifestation of cultural renewal. Fashion is definitely not a single product, but a whole. Even if a single product is popular all over the world, due to brand differences, differences in consumer personality, and cultural differences, the final interpretation is completely different. Although fashion is ultimately an expression of absolute personality, it looks like a single product, but it's the same. The final show is still ever-changing.

/Fabric color simple pursuit of texture attributes change /

Wang Zhen introduced to China Garment Network. In the use of fabrics, JPE did not use too much color, mainly black and white gray, so more attention is paid to the changes in the texture properties of fabrics, cotton fabrics are the most, but JPE It does not exclude some high-tech fabrics and functional fabrics, but the difference is the pursuit of JPE.

In terms of craftsmanship, all of JPE's plate clasps are almost 100% handmade, and JPE is constantly studying the innovations of plate clasps. Embroidery is a process often used by JPE, because embroidering is one of the oldest crafts in China like porcelain. Due to commercial production, hand embroidery is too expensive and time is too slow. JPE mostly uses machine embroidery, but for quality and embroidery. The grasp of thread and acupuncture is to try to restore the feeling of handwork. JPE embroidering should be said to have major advantages in major brands, especially in the men's field.

Compared to other similar brands in the style of "feeling coldness", JPE expressed passion for life, have their own attitude, can give people positive energy things, micro collision, micro-innovation everywhere. Although it is simple in color, it embodies the "moderate" and embodies the Chinese traditional elements. It not only has the boldness of black and white ink but also the stunning colors of flowers, birds and fish. It is also JPE has a strong unique personality characteristics, let it from Jiangnan commoner, sketch, Pacific, GXG and other men's clothing market has emerged, so as to quickly seize the market share, so that the industry is eyeing.

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3.

JPE2017 autumn and winter image large

Understanding from ordinary people

Unlike other brands, JPE’s autumn/winter 2017 blockbusters don’t use professional models, but instead let men from different occupations show their charm. It is no longer as tall as a model, letting the clothing really fall into the daily routine of men and get close to the trend. JPE2017 autumn and winter image large four unique combination of fashion, fashion also has unique insights.

"He likes to wear a spirit, comfort, simple style.

A variety of minor retro or irrational styles can also be accepted.

Allowing others to see that they are wearing will be willing to be close to you is the best style. ”

The color of the dress is the most fancy. He believes that fashion is actually an ideology. Like art, it is a form of expression that is shaped and has a great relationship with the cultural background. He needs to customize the exclusive music with his JPE release show, and likes JPE's collision between China and the West.

"Using basically black and white ash,

The easier it is to understand the trend, the better,

The favorite style is simplicity. ”

The understanding of fashion in big hearts is comfortable and clean. JPE's Chinese style was very sensational for him. With comfort, he chose JPE.

"He usually wears clean, simple and comfortable.

The styles like Europe and the United States are simple and slight.

Clothing is designed to support the best side of itself.

You cannot blindly pursue or change yourself because of your brand, price, genre, style,

Clothes exist for people. Forever, clothes are always picked and no military service is required. ”

The first time Jang Sees JPE is in the mall, there is a wave of Tang in the window that impresses him. For him in this kind of financial industry, he can wear clothes to talk about customers except suits or suits. This Tangzhuang version The type is very positive, the fabric is also quite, not old fashioned, so I bought it. After that, he will always go to JPE's store to see if he has suitable clothes. JPE's feeling to Yeangang is that the Chinese style it plays is relatively young and its style is not too old-fashioned. It can also be matched with other clothes in the closet. JPE has changed the idea that his Chinese style is difficult to match.

"Enthusiastic to VINTAGE culture, fashion is an eternal classic.

Carrying a strong cultural heritage, after years of polishing still shining,

This may be the reason why retro culture is still active in the big names in the fashion line and is still favored. ”

Light and light show that the most important thing is the texture, and everyone has their own fashion. His impression is that JPE brand is very serious in clothing, has its own spirit and philosophy, do their own things, especially in the understanding of the Chinese style of diversity, not stereotyped, stereotyped and conservative.

The lives, working conditions, and values ​​of the four individuals are highly compatible with JPE's style. JPE has explored “light ageing” as its breakthrough point, focusing on the needs of young men for wearing. It is modern, life-oriented, micro-rebellious and has the power of “dark culture” in Hong Kong. In China and even Asia as a whole, many brands only stay in the product stage and they have only posted a label. But JPE is indeed bearing the culture: Let more young people continue to love and inherit the culture of High Street Chinese Style. In today's increasingly concerned Chinese culture, the integration of Chinese traditional elements in fashion is a fashion trend, so that the whole world can see the “restlessness” of Chinese clothing.

Chinese style is the soul of JPE. High Street is a form and variable. Profiles will change with the trend, the internal soul is always Chinese, the temperament of the show is a trend, put on the Chinese trend, a slightly exaggerated design, high street temperament immediately appears. Just like the 2018JPE spring/summer trade fair “Kung Fu” is the theme, Chinese kung fu has a huge impact on the world. Wang Wei told China Garment Network that nowadays foreigners may not know that porcelain is Chinese, but the effort is absolutely “CHINA”. This is a theme with great Chinese characteristics, and the movement is currently the mainstream trend. This series of sports with the Chinese theme of kung fu is born.

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4.

In line with the young group of fashion consumer appeal

In today's trend culture from the minority to the mass consumption, consumption has become a trend of the entire society, and the trend culture has also formed an industrial chain. JPE stands in the door of this trend and there are more opportunities. As the main force of the trend of consumption, the current young people to buy tidal products is not just a kind of consumer behavior, but also to convey personal life attitudes and social values, seeking a cultural and ideological level fit. JPE can develop rapidly in the highly competitive menswear market and it uses modern and cutting-edge original design behaviors to express traditional Chinese symbols, depicting essential and real daily life. Touching the thinking dimension of contemporary young people is inseparable.

Looking at the entire industry, China's trending industry that has been under development for less than two decades is still growing. After we have seen too many overseas tidal brands such as Supreme, Stussy, Obey, Urban wear, Kenzo, etc., in fact we can actually pay more attention to domestic brands. With the rise of China’s strength, Chinese culture has been accepted by more and more countries, and domestic brands have the responsibility to transfer Chinese culture. The JPE brand focuses on men's wear, emphasizing design and distinctive personality. It is adept at integrating Chinese elements with current fashion. This integration is in line with the current fashion appeal of younger groups. As JPE founder Wu Xinghua said, in the future, JPE will try to diversify its products and combine the two cultures of Oriental and Western formalism in a colliding manner, hoping to generate more cultural carriers and put this Temperament spreads even more across Asia and the world.