Streetwear, according to Oxford Learner’s Dictionary, is informal clothes of a style worn by young people in cities, especially those who are fans of a particular type of music, sport, culture, etc. After the 2017 collaboration between French fashion house Louis Vuitton and American skateboarding brand Supreme, streetwear’s popularity and acceptance grew significantly. China, one of the largest fashion markets in the world, also shows signs of a maturing streetwear industry. Chinese sporting goods label Li Ning’s successful rebrand in the 2018 Paris fashion week introduced to the world one of the first Chinese streetwear concepts. Soon, other companies followed and new brands were formed.
In a recent interview, Litu Zheng, the founder of a Chinese streetwear brand LI2 GLOBAL, proposed his ideas and visions of what it means to be a Chinese streetwear brand. Young in age but aspiring in action, the 17-year-old entrepreneur is aiming to create a brand that is unique from multiple perspectives.
With his clothing designs, Litu Zheng wants to celebrate the unique street culture of China, which is dramatically different than the street culture of the western world. Using late twentieth century Chinese pop culture as the key inspiration, Litu redesigned clothing products from the conventional streetwear brands on the market with a touch of Chinese politics, making the brand unique to the Chinese market.
LI2 GLOBAL’s upcoming release, “Contemporary..? Youth,” is Litu’s way of expression. Litu stated, “I certainly would want some deeper thoughts and ideas behind all these designs because I treat my products as an expression of art.” He further explained that the reason for a question mark behind the word “Contemporary” is because he believes many societal issues today perhaps are not limited to the contemporary era, but throughout the Chinese history. It’s his way of calling for action to today’s younger generation to break the “perpetuating boundaries,” according to Litu.
Litu Zheng also emphasized that the core focus of his business is not merely about fashion but also about philanthropy, environmental protection, as well as other social responsibilities. LI2 GLOBAL’s clothing materials are certified to be eco-friendly, and Litu is campaigning a foundation to combat poverty in rural China with his LI2 GLOBAL LLP. He believes that “youth” like him is responsible to make China, and the world, a better place for all.
(Syndicated press content is neither written, edited or endorsed by ED Times)
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