Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Which streetwear labels reign supreme among Chinese youth?
  • Which streetwear labels reign supreme among Chinese youth?
    Yeti Out | Facebook (2017) ©

Why are China’s hypebeasts buying local?

With Chinese Gen Yers and Zers inheriting considerable wealth from a rapidly expanding middle class, luxury fashion consumption is increasingly driven by streetwear instead of catwalks. Yet while global brands remain highly valued, why are young shoppers investing in local labels?

Location China

Thanks to the one-child policy, typically doting parents, and a lack of stigma around living at home well into adulthood, Gen Yers and Zers in China have inherited the financial gains of a rapidly expanding middle class. While just 4% of the nation’s urban population earned between ¥60,000 and ¥229,000 ($8,600 to $33,000) per year in 2000, that proportion had grown to 68% by 2012 and is expected to exceed 75% in 2022. [1]

As a result, luxury shoppers in China are, on average, roughly ten years younger than their Western counterparts, according to Bain ...



  • Article image ‘Wang Hongs’: Chinese Gen Z’s New Leaders of Consumption

    Known as ‘Wang Hongs’, highly relatable internet stars in China now surpass bloggers when it comes to doing business with major brands. But the superficial nature of the lifestyles presented on social media can have a negative impact on the mental health of these influencers and their audiences.

  • National pride has China’s youth buying locally National pride has China’s youth buying locally

    There is a growing feeling of national pride in China – 87% of people believe their country is heading in the right direction. This sentiment is being championed by younger generations, and is being reflected in how they shop, with Chinese Gens Z and Y favouring home grown brands over foreign ones.

  • Article image Supreme: selling out to Gen Z hypebeasts

    Streetwear brand Supreme is a bundle of contradictions. It’s affordable yet exclusive; ultra-rare but surprisingly easy to buy; and is both a high fashion collaborator and foundation of subcultural style. How has this niche label kept its cool, even while attracting gaggles of teens to its stores?

  • Article image Fu'erdai: the conspicuous consumers that are infuriating China

    Whether driving Lamborghinis or splashing out at Louis Vuitton, the 20-something sons and daughters of China’s wealthiest business moguls are living the life. But as a nation in the midst of an anti-austerity drive, no one in China likes a show-off. Are the fu’erdai really as bad as their rep?