© bosideng - the london flagship on south molton street
the people's republic of china is far better known for its voracious consumption of foreign luxury brands than actually producing items of its own in that segment. its increasingly affluent citizens flood the planet's fashion capitals to snap up items like there's no tomorrow. but that one-sided image may very well fade in the near future. in a bold move to raise its profile and expand abroad, chinese company bosideng - founded in 1992 and now the largest down clothing company in asia with over a staggering number of 10,000 stores - has launched a prestigious flagship store at one of london's prime retail locations. the bosideng store carries a menswear collection designed by industry veterans nick holland and ash gangotra, and although it's not the most fashion-forward in terms of aesthetics, it makes use of a range of quality materials and presents itself as a high-end label. this european collection offers a complete men's wardrobe, featuring casual apparel, suits, accessories and shoes. the opening of the london store marks the launch of a major expansion program abroad in coming years. location: 28 south molton street [mayfair].
© bosideng - inside the new store