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Introducing China's 'Mountaincore' Fashion

As "mountaincore" takes Chinese social media by storm, local buyer stores are rushing to cater to the growing appetite for outdoor apparel.

Introducing China's 'Mountaincore' Fashion
"Mountaincore" describes the urban outdoor aesthetic that has taken social media by storm. Local buyer stores and homegrown labels are rushing to cater to consumers' growing appetite for this new youth trend. Photo: Mountain Fever

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