Spring has definitely sprung in the mainland. This week’s brand collaboration trends reflect a return to life outdoors, with brands making use of physical spaces such as cafés and stores that boast cult followings.
Multi-brand streetwear store Doe Shanghai’s latest project comes in the form of Vans Authentic LX and OG Sk8-Hi LX silhouettes. Another notable footwear launch this week is courtesy of domestic sneaker retailer Deal Lifestyle’s collaboration with Staple and Reebok.
Also capitalizing on the resumption of leisurely pursuits across China is coffee shop Green House, which has joined forces with illustrator Ogawa Natsumi on an artsy merchandise line.
For our verdict on these brand collaborations, read below. Subscribe to the Collabs & Drops newsletter here to receive these updates straight to your inbox every Tuesday.
Vault by Vans x Doe Shanghai#
Date
April 4
Verdict
Global names continue to connect with the Chinese market via Doe Shanghai. Launching under the theme of “to play it fair and square” (玩亦有道), the campaign featured a traditional Chinese chess game that resonates with the older generation while stirring feelings of nostalgia among Gen Z consumers, too.
At this time of year in China, people gather in parks to play chess, and as this is the first post-lockdown spring, it’s a great time to celebrate the national pastime. In promoting the shoes, the brands are championing wholesome outdoor activities like skateboarding and playing chess. The social campaign is fairly quiet, but the #Vansvault hashtag on Xiaohongshu does have 1.9 million posts, while #Doe is at 4.1 million.
Green House x Ogawa Natsumi#
Date
April 6
Verdict
Feeding into China's booming coffee culture, popular Guangdong-based café and creative studio Green House has joined up with Japanese illustrator Ogawa Natsumi on a series called "Café Art" and "Happy Hearts," comprising T-shirts, stickers, cup holders and bags. With competition intensifying, independent coffee shops can find they are struggling, prompting some to turn to collaborations.
The initiative will enhance the public’s perception of Green House as a creative hub. Green House x Ohawa Natsumi has been named as #urbancore (18.5 million posts) on Xiaohongshu. Merchandise is really having a moment in China — the hashtag #greenhouse has generated 615,200 posts to date, and the published images are mainly of fans wearing the merch.
Reebok x#
Deal Lifestyle x Staple#
Date
April 16
Verdict
Domestic sneaker store Deal Lifestyle owns three IPs in China: Lifestyle, Wzk, and Color. It operates 10 stores across key cities including Beijing, Chengdu, Guangzhou, Shanghai, Nanjing and Tianjin. This three-way collection follows a popular inaugural release from the trio in 2022, and enables Reebok and Staple to connect with like-minded consumers who are already sneaker fans.
There isn't a hashtag to promote the collaboration on Weibo. Reebok is using its own branded one, likely because both Staple and Deal Lifestyle are inactive on the platform. Over on Xiaohongshu, there are just two organic posts about the new drop — it's a quiet campaign, perhaps to keep crowds manageable at the brick-and-mortar stores.