On July 8, Lane Crawford announced the exclusive sale of two series of capsules jointly launched by Chinese designer brands Helen Lee and Particle Fever in cooperation with The Woolmark Company.
Previously, led by Lane Crawford, the founder of local fashion brand Helen Lee, Li Hongyan, and the creative director of sportswear brand Particle Fever, Lin Hai visited the Woolmark Company's materials laboratory in Shanghai and learned about the latest textiles on wool fiber. Methods and processing techniques.
Taking this opportunity, The Woolmark Company hopes to promote wool as a more environmentally friendly , degradable recycled fabric that can be used in a wider range of garments – such as sports t-shirts, tights and jackets. Lane Crawford is optimistic about the rising demand for sportswear and sportswear for young consumers.
“When the healthy lifestyle becomes the current trend, sports and leisure apparel has become our fastest growing category in the past two years.†Lane Crawford’s chief brand officer Joanna Gunn said in an interview with the WWD website: “I believe this increase. Will continue."
Li Hongyan was the creative director of French extreme sports brand Perfect Moment three and a half years ago, and was exposed to functional sportswear. The capsule series she brought this time includes 7 pieces, made in light yellow, black, gray and a small number of printed elements to make jackets, T-shirts, hoodies, sports trousers and shorts.
“Wool has always given people a feeling of thick skin, which is more suitable for winter wear. This time, in order to reflect the breathability and thinness of this fabric, the team did a lot of homework. Finally we used woven and burned. Hair, calendering and other treatment methods, to produce different thickness of fabric, suitable for wearing in summer or sports." Li Hongyan told Curiosity Daily.
Cross-border collaboration with different fields – including cars, watches, computers, shoes, shampoos, etc. – has helped Helen Lee maintain a certain level of exposure. And Li Hongyan is facing a challenge that was not anticipated when the brand was created – to adapt the design style of young women aged 25 to 35 to a larger age span.
“Recently, we have found that more and more mature women aged 40 and over are buying our clothes. At the same time, we have to adapt to the ever-changing young user community. How to balance and meet the needs of both, is our Li Hongyan told reporters that he is planning to prepare the Helen Lee Essential series for younger consumers.
Founded in 2014, Particale Fever, a sportswear brand that has grown from 3 partners to nearly 40 groups, is a mature team with design, operations and marketing departments. Their strength is the use of new fabrics to solve some of the functional problems in sportswear. For example, the first product launched by the brand is a tight-fitting trousers that does not show the traces of underwear.
Now, creative director Lin Hai leads more than 20 creative teams responsible for design, process development and other aspects to produce more than 70 new products every season.
The Particle Fever capsule collection includes nine products, including cross-stitched jackets, sports underwear, T-shirts and leggings. Lin Hai's explanation of the design theme is: "I hope that the definition of sportswear can be deconstructed and reorganized in the daily experience through the splicing of different materials."
Due to the functional requirements of sportswear, this field has always been a testing ground for fabric technology innovation. The cross-border cooperation initiated by wool producers is no exception. As opposed to conventional sportswear natural cotton, synthetic polyester, spandex fabrics, wool does have a greater permeability eliminate odor, color lock several functions, other degradable, compared to the market price at present professional sports brand The products are much higher.
The two designer series released by Lane Crawford, the price of short-sleeved T-shirts or sports shorts is 800-1000 yuan, and the price of a sports and leisure jacket is 2000-3000 yuan.
Rayon Satin With Foil,Rayon Satin Pd With Foil,Rayon Plain Dyed With Foil,Rayon 120Gsm Normal Printed
Shaoxing Shangda Textile Co., Ltd , https://www.shangdatex.com