{"id":16155,"date":"2022-04-14T14:00:00","date_gmt":"2022-04-14T14:00:00","guid":{"rendered":"https:\/\/daoinsights.com\/?p=16155"},"modified":"2022-04-19T17:22:08","modified_gmt":"2022-04-19T17:22:08","slug":"8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/","title":{"rendered":"8ON8: Up-and-coming Chinese designer brand that decodes China\u2019s menswear and beyond"},"content":{"rendered":"\n<p><strong>Key takeaways:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Born in 2017, 8ON8 combines traditionally tailor-made men\u2019s clothing with contemporary sportswear to produce a semi-luxury style peppered with the athleisure cue.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The brand\u2019s \u2018retro futurism\u2019 aesthetic has won over not only male consumers but also \u201ccool urban girls\u201d who find the style caters to their pursuit of uniqueness and individuality.&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>The brand has so far drawn collaborations with global labels as well as been eyed by Chinese fashion giant Peacebird, who recently acquired a 20% stake in the emerging fashion retailer.<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>From collaborations with global sportswear brands such as&nbsp;<a href=\"https:\/\/www.ellemen.com\/information\/a37922227\/asics-x-8on8\/\" target=\"_blank\" rel=\"noreferrer noopener\">ASICS<\/a>, as well as&nbsp;the Italian luxury menswear label <a href=\"https:\/\/mr-mag.com\/canali-launches-collection-with-8on8\/\" target=\"_blank\" rel=\"noreferrer noopener\">Canali<\/a>, to a frequent visitor of&nbsp;<a href=\"https:\/\/wwd.com\/runway\/mens-fall-collections-2020\/london\/8on8\/review\/\" target=\"_blank\" rel=\"noreferrer noopener\">London Fashion Week<\/a>&nbsp;that is backed by GQ China (a Chinese high-end men\u2019s fashion magazine), 8ON8, a Chinese new generation brand, has been <strong>leading the reimagination of China\u2019s menswear with the brand\u2019s \u2018retro futurism\u2019 aesthetic<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-gallery alignfull has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"16164\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-724x1024.jpg\" alt=\"\" class=\"wp-image-16164\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-724x1024.jpg 724w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-212x300.jpg 212w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-768x1086.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-1086x1536.jpg 1086w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-1448x2048.jpg 1448w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-1870x2645.jpg 1870w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-400x566.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-800x1132.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/\u7c89\u8272\u978b\u5b50\u7684\u526f\u672c-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"813\" data-id=\"16161\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG61\u7684\u526f\u672c.jpeg\" alt=\"\" class=\"wp-image-16161\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG61\u7684\u526f\u672c.jpeg 512w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG61\u7684\u526f\u672c-189x300.jpeg 189w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG61\u7684\u526f\u672c-400x635.jpeg 400w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"16162\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-683x1024.jpeg\" alt=\"\" class=\"wp-image-16162\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-683x1024.jpeg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-200x300.jpeg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-768x1152.jpeg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-1024x1536.jpeg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-1365x2048.jpeg 1365w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-1870x2805.jpeg 1870w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-400x600.jpeg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-800x1200.jpeg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG165-scaled.jpeg 1707w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption\">Image: 8ON8 x ASICS\/8ON8<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A brand where nostalgia meets futurism<\/strong><\/h3>\n\n\n\n<p>As an independent designer brand, the brand\u2019s name draws inspiration from the surname of the founder Li Gong, with the accidentally compressed version of \u201cgong\u201d giving the birth of \u20188ON8\u2019. The brand started its life in 2017, combining traditionally tailor-made men\u2019s clothing with contemporary sportswear to produce a semi-luxury style peppered with an athleisure cue &#8211; <strong>a nod to Gong\u2019s nostalgic view and the belief that everyday life is a reference to his artistic vision<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>The contemporary city sports style responds to the needs of today&#8217;s young Chinese. <\/p><\/blockquote><\/figure>\n\n\n\n<p>Intentionally or not, such a contemporary city wear style seems to have decoded the dressing tastes of young Chinese. \u201c<strong>The younger generations have a clearer mind about their personality and identity<\/strong>. The contemporary city sports style responds to those needs and, therefore, becomes the main choice of today\u2019s Chinese consumers,\u201d Li Gong told Dao Insights.<\/p>\n\n\n\n<figure class=\"wp-block-gallery alignfull has-nested-images columns-4 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"16168\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/2-683x1024.jpeg\" alt=\"\" class=\"wp-image-16168\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/2-683x1024.jpeg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/2-200x300.jpeg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/2-400x600.jpeg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/2.jpeg 724w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"16165\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/15073CEB-80E3-418B-88DF-78BC6614D0A0_1_105_c\u7684\u526f\u672c-683x1024.jpeg\" alt=\"\" class=\"wp-image-16165\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/15073CEB-80E3-418B-88DF-78BC6614D0A0_1_105_c\u7684\u526f\u672c-683x1024.jpeg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/15073CEB-80E3-418B-88DF-78BC6614D0A0_1_105_c\u7684\u526f\u672c-200x300.jpeg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/15073CEB-80E3-418B-88DF-78BC6614D0A0_1_105_c\u7684\u526f\u672c-400x600.jpeg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/15073CEB-80E3-418B-88DF-78BC6614D0A0_1_105_c\u7684\u526f\u672c.jpeg 724w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"16167\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/44376807-E614-4C9C-89E5-0B1C50DBB2C3_1_105_c\u7684\u526f\u672c-683x1024.jpeg\" alt=\"\" class=\"wp-image-16167\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/44376807-E614-4C9C-89E5-0B1C50DBB2C3_1_105_c\u7684\u526f\u672c-683x1024.jpeg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/44376807-E614-4C9C-89E5-0B1C50DBB2C3_1_105_c\u7684\u526f\u672c-200x300.jpeg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/44376807-E614-4C9C-89E5-0B1C50DBB2C3_1_105_c\u7684\u526f\u672c-400x600.jpeg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/44376807-E614-4C9C-89E5-0B1C50DBB2C3_1_105_c\u7684\u526f\u672c.jpeg 724w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"16166\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/A2B286B9-5225-4250-85CD-E9DEE2FA70BC_1_105_c\u7684\u526f\u672c-683x1024.jpeg\" alt=\"\" class=\"wp-image-16166\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/A2B286B9-5225-4250-85CD-E9DEE2FA70BC_1_105_c\u7684\u526f\u672c-683x1024.jpeg 683w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/A2B286B9-5225-4250-85CD-E9DEE2FA70BC_1_105_c\u7684\u526f\u672c-200x300.jpeg 200w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/A2B286B9-5225-4250-85CD-E9DEE2FA70BC_1_105_c\u7684\u526f\u672c-400x600.jpeg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/A2B286B9-5225-4250-85CD-E9DEE2FA70BC_1_105_c\u7684\u526f\u672c.jpeg 724w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption\">Image: 8ON8 &#8211; SS22\/8ON8<\/figcaption><\/figure>\n\n\n\n<p>\u201c[Today\u2019s Chinese] people are consistently looking for passion and better imagination about their lives,\u201d, [That\u2019s why] we make clothes based on daily life but <strong>develop something above it to refresh things that are commonplace in our daily routines<\/strong> and present them in a surreal retro filter,\u201d Gong added.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fashion is not defined by gender<\/strong><\/h3>\n\n\n\n<p>The focus on the concept of urban lifestyle has turned to be an appeal to not only men but also women, pushing the brand with an original target of male consumers to broaden its product line with <strong>a range of casual womenswear that become the go-to for those \u201ccool girls\u201d in the city <\/strong>who have developed a preference for gender-inclusive or even man-looking clothing out of the pursuit of uniqueness and individuality. \u201cMost of them [our female customers] started with buying men\u2019s clothing from us,\u201d Gong continued.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cActually, the boundary between men and womenswear could be quite blurry these days, if anything different, maybe it\u2019s the size.\u201d<\/p><cite>Li Gong<\/cite><\/blockquote>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>We make clothes based on daily life but develop something above it to refresh things that are commonplace in our daily routines. <\/p><\/blockquote><\/figure>\n\n\n\n<p>Whereas public discussions on Xiaohongshu indicate not even size would be a problem. While 8ON8\u2019s T-shirts endorsed by one of China\u2019s male pop singers Jackson Wang have become sought-after among young women, several other designs of the brand that tend to be gender-neutral have also flooded the platform, with the majority being female users sharing posts of themselves in these retro-futuristic garments normally in size that doesn\u2019t look to suit a girl, generating <strong>a total view of over 132,000 under the hashtag #8ON8 and more than 48,000 relevant notes<\/strong> on China\u2019s largest lifestyle-sharing community.<\/p>\n\n\n\n<figure class=\"wp-block-gallery alignfull has-nested-images columns-4 is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"769\" height=\"1024\" data-id=\"16169\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1-769x1024.jpg\" alt=\"\" class=\"wp-image-16169\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1-769x1024.jpg 769w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1-768x1023.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1-800x1066.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X1.jpg 1080w\" sizes=\"auto, (max-width: 769px) 100vw, 769px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"16171\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X2-768x1024.jpg\" alt=\"\" class=\"wp-image-16171\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X2-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X2-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X2-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X2-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X2.jpg 1080w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" data-id=\"16170\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X3-768x1024.jpg\" alt=\"\" class=\"wp-image-16170\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X3-768x1024.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X3-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X3-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X3-800x1067.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X3.jpg 1080w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"769\" height=\"1024\" data-id=\"16172\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4-769x1024.jpg\" alt=\"\" class=\"wp-image-16172\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4-769x1024.jpg 769w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4-225x300.jpg 225w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4-768x1023.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4-400x533.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4-800x1066.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/X4.jpg 1080w\" sizes=\"auto, (max-width: 769px) 100vw, 769px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption\">Image: Xiaohongshu<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A key to China\u2019s new demographics of consumers<\/strong><\/h3>\n\n\n\n<p>The successful practice of the brand\u2019s aesthetic has not only drawn in foreign labels mentioned earlier to collaborate with 8ON8 in order to leverage the brand\u2019s popularity to penetrate their target audience in China, but the strategy also appears to be convincing to investors. <\/p>\n\n\n\n<p>The brand became the first Chinese independent brand that Peacebird, a Chinese fast-fashion giant, has formed an official partnership with. The latter&nbsp;acquired <a href=\"https:\/\/sports.yahoo.com\/china-peacebird-invests-designer-label-085724702.html\" target=\"_blank\" rel=\"noreferrer noopener\">a 20% stake in the Ningbo-based fashion retailer recently<\/a>&nbsp;for 10 million RMB ($1.57 million), as revealed in the Peacebird annual report. The move has been regarded as the first step for the investor to <strong>capitalise on 8ON8\u2019s youthful DNA to refashion its decade-old brand<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote alignright\"><blockquote><p>The partnership is more about \u201ccreating long-term value for the brand and ultimately elevating the Chinese fashion industry\u201d.<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-1024x683.jpeg\" alt=\"\" class=\"wp-image-16160\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-1024x683.jpeg 1024w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-300x200.jpeg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-768x512.jpeg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-1536x1024.jpeg 1536w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-2048x1365.jpeg 2048w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-1870x1247.jpeg 1870w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-400x267.jpeg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/WechatIMG159-1-800x533.jpeg 800w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Image: 8ON8 x ASICS\/8ON8<\/figcaption><\/figure>\n\n\n\n<p>While for 8ON8, rather than a financial tool to keep the business afloat, the partnership is more about \u201ccreating long-term value for the brand and <strong>ultimately elevating the Chinese fashion industry\u201d by working with the major market player<\/strong>, as Gong told WWD in an earlier interview. <\/p>\n\n\n\n<p>With the brand smooth sailing so far, to continue to gain a foothold in the market is a race with, not others, but the brand itself, as Gong said, \u201cThis is the core value for any designer brands to improve themselves. There is only one way to keep a designer brand growing, which is <strong>to understand what your brand is, and what the brand is talking about<\/strong>. If you don\u2019t understand your brand, no one does.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Key takeaways: Born in 2017, 8ON8 combines traditionally tailor-made men\u2019s clothing with contemporary sportswear to produce a semi-luxury style peppered with the athleisure cue. The brand\u2019s \u2018retro futurism\u2019 aesthetic has won over not only male consumers but also \u201ccool urban girls\u201d who find the style caters to their pursuit of uniqueness and individuality.&nbsp;&nbsp; The brand [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[6],"tags":[121,66,68,62,63,30],"class_list":["post-16155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-exclusives-interviews","tag-industries-fashion-retail","tag-industries-society-culture","tag-news-marketing-branding","tag-news-platforms","tag-platforms-xiaohongshu-red","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Up-and-coming Chinese designer brand that decodes China\u2019s menswear<\/title>\n<meta name=\"description\" content=\"The menswear brand&#039;s \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Up-and-coming Chinese designer brand that decodes China\u2019s menswear\" \/>\n<meta property=\"og:description\" content=\"The menswear brand&#039;s \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/\" \/>\n<meta property=\"og:site_name\" content=\"Dao Insights\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-14T14:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-19T17:22:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1-1024x512.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Dao Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Up-and-coming Chinese designer brand that decodes China\u2019s menswear\" \/>\n<meta name=\"twitter:description\" content=\"The menswear brand&#039;s \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dao Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/\"},\"author\":{\"name\":\"Dao Team\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\"},\"headline\":\"8ON8: Up-and-coming Chinese designer brand that decodes China\u2019s menswear and beyond\",\"datePublished\":\"2022-04-14T14:00:00+00:00\",\"dateModified\":\"2022-04-19T17:22:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/\"},\"wordCount\":882,\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/Cover-1.png\",\"keywords\":[\"Exclusives - Interviews\",\"Industries - Fashion &amp; Retail\",\"Industries - Society &amp; Culture\",\"News - Marketing &amp; Branding\",\"News - Platforms\",\"Platforms - Xiaohongshu (RED)\"],\"articleSection\":[\"Creative Works\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2022\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/\",\"name\":\"Up-and-coming Chinese designer brand that decodes China\u2019s menswear\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/Cover-1.png\",\"datePublished\":\"2022-04-14T14:00:00+00:00\",\"dateModified\":\"2022-04-19T17:22:08+00:00\",\"description\":\"The menswear brand's \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#primaryimage\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/Cover-1.png\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/Cover-1.png\",\"width\":2172,\"height\":1086,\"caption\":\"Credit: 8ON8\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/works\\\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/daoinsights.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"8ON8: Up-and-coming Chinese designer brand that decodes China\u2019s menswear and beyond\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#website\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"name\":\"Dao Insights\",\"description\":\"News, trends, and case studies from China\",\"publisher\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/daoinsights.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#organization\",\"name\":\"Dao Insights\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"contentUrl\":\"https:\\\/\\\/daoinsights.com\\\/wp-content\\\/uploads\\\/2020\\\/06\\\/Dao-red-high-res.png\",\"width\":2400,\"height\":2400,\"caption\":\"Dao Insights\"},\"image\":{\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/daoinsights.com\\\/#\\\/schema\\\/person\\\/1af4f94d9761a5f0102a4d4150edf978\",\"name\":\"Dao Team\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Up-and-coming Chinese designer brand that decodes China\u2019s menswear","description":"The menswear brand's \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/","og_locale":"en_US","og_type":"article","og_title":"Up-and-coming Chinese designer brand that decodes China\u2019s menswear","og_description":"The menswear brand's \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.","og_url":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/","og_site_name":"Dao Insights","article_published_time":"2022-04-14T14:00:00+00:00","article_modified_time":"2022-04-19T17:22:08+00:00","og_image":[{"width":1024,"height":512,"url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1-1024x512.png","type":"image\/png"}],"author":"Dao Team","twitter_card":"summary_large_image","twitter_title":"Up-and-coming Chinese designer brand that decodes China\u2019s menswear","twitter_description":"The menswear brand's \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.","twitter_image":"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1.png","twitter_misc":{"Written by":"Dao Team","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#article","isPartOf":{"@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/"},"author":{"name":"Dao Team","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978"},"headline":"8ON8: Up-and-coming Chinese designer brand that decodes China\u2019s menswear and beyond","datePublished":"2022-04-14T14:00:00+00:00","dateModified":"2022-04-19T17:22:08+00:00","mainEntityOfPage":{"@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/"},"wordCount":882,"publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"image":{"@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1.png","keywords":["Exclusives - Interviews","Industries - Fashion &amp; Retail","Industries - Society &amp; Culture","News - Marketing &amp; Branding","News - Platforms","Platforms - Xiaohongshu (RED)"],"articleSection":["Creative Works"],"inLanguage":"en-US","copyrightYear":"2022","copyrightHolder":{"@id":"https:\/\/daoinsights.com\/#organization"}},{"@type":"WebPage","@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/","url":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/","name":"Up-and-coming Chinese designer brand that decodes China\u2019s menswear","isPartOf":{"@id":"https:\/\/daoinsights.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#primaryimage"},"image":{"@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#primaryimage"},"thumbnailUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1.png","datePublished":"2022-04-14T14:00:00+00:00","dateModified":"2022-04-19T17:22:08+00:00","description":"The menswear brand's \u2018retro futurism\u2019 aesthetic has also won over \u201ccool girls\u201d who find the style caters to their pursuit of individuality.","breadcrumb":{"@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#primaryimage","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1.png","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2022\/04\/Cover-1.png","width":2172,"height":1086,"caption":"Credit: 8ON8"},{"@type":"BreadcrumbList","@id":"https:\/\/daoinsights.com\/works\/8on8-up-and-coming-chinese-designer-brand-that-decodes-chinas-menswear-and-beyond\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/daoinsights.com\/"},{"@type":"ListItem","position":2,"name":"8ON8: Up-and-coming Chinese designer brand that decodes China\u2019s menswear and beyond"}]},{"@type":"WebSite","@id":"https:\/\/daoinsights.com\/#website","url":"https:\/\/daoinsights.com\/","name":"Dao Insights","description":"News, trends, and case studies from China","publisher":{"@id":"https:\/\/daoinsights.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/daoinsights.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/daoinsights.com\/#organization","name":"Dao Insights","url":"https:\/\/daoinsights.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/","url":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","contentUrl":"https:\/\/daoinsights.com\/wp-content\/uploads\/2020\/06\/Dao-red-high-res.png","width":2400,"height":2400,"caption":"Dao Insights"},"image":{"@id":"https:\/\/daoinsights.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/daoinsights.com\/#\/schema\/person\/1af4f94d9761a5f0102a4d4150edf978","name":"Dao Team"}]}},"_links":{"self":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/16155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/comments?post=16155"}],"version-history":[{"count":0,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/posts\/16155\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media\/16175"}],"wp:attachment":[{"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/media?parent=16155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/categories?post=16155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daoinsights.com\/wp-json\/wp\/v2\/tags?post=16155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}