Japanese outdoor lifestyle brand nanamica will open its first China store on Wukang Road, Shanghai, on March 7. Founded in 2003 by Eiichiro Homma, the brand focuses on gender-neutral urban outdoor styles, integrating technical materials such as Gore-Tex into everyday silhouettes. Products are priced in the mid-to-high range, with many items over 1,000 RMB ($138). Homma helped develop The North Face’s Japan-exclusive Purple Label, which Nanamica designs and produces. China’s outdoor apparel market reached 122 billion RMB ($16.8 billion) in 2024 and is projected to grow to 143 billion RMB ($19.7 billion) in 2025.

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