As China’s subcultures evolve, so does the desire for a unique streetwear aesthetic
REPORT
14 Nov 2024
As China’s subcultures evolve, so does the desire for a unique streetwear aesthetic

China’s streetwear explosion is driven by Gen Z’s penchant for self-expression, hip-hop culture, and functional fashion. As homegrown icons and influencers take the scene by storm, how can brands tap into this thriving movement and capture the attention of China’s trendsetting, fashion-forward youth?

Patrick Steijlen

Patrick Steijlen is the founder and CEO of Sinolync, a Shanghai-based agency that specialises in guiding Western apparel and lifestyle brands through their expansion into the Chinese market. With over a decade of experience in China, Patrick is fluent in Mandarin and deeply familiar with local consumer behaviour, business practices, and market dynamics.

Andrew Lam

Andrew Lam, with over 25 years in the apparel and footwear industry, is the co-founder of TouchLDN, a London-based agency offering accessible trend forecasting and brand management. Previously, at Brainstorm London he led sales and market planning as the managing director and at Sugi International in China managed several key accounts. He’s also served as the regional product manager for the Asia-Pacific region at FILA China and has overseen partnerships with major brands such as Armani, Dolce & Gabbana, and ASOS. Andrew holds a Master of Commerce in Business and Marketing from Macquarie Graduate School of Management and a Bachelor of Finance from the University of Hong Kong.

Kiara Remigio

Kiara Remigio is a senior associate and key account manager at Lazada E-Services Philippines, specialising in e-commerce with brands like Adidas and Anta. Previously, she spent over seven years at SM Retail as a senior merchandise manager, overseeing key apparel categories such as underwear, activewear, and boys' teenwear. Her experience also covers supply chain support at Shell’s International Marine division, where she managed logistics and stock processes. Kiara began her career in corporate marketing at Ayala Land, Inc., contributing to recruitment, events management, and social media, and to all her work brings a strong background in retail, supply chains, and merchandising.

Nicole Cord-Cruz

Nicole is a copywriter and marketer who keeps a finger on the pulse of all things pop culture. She has over half a decade of experience crafting advertisements for various brands and writing for multiple publications, including Mashable, The Daily Beast, Hello Magazine, The Sun, Popular Science, and Inverse.