Soulgoods’ Jordan debuts and Feng Chen Wang reunites with Converse

After collaborating with Converse for her Spring 2019 collection, Feng Chen Wang’s eponymous brand is reuniting with the American lifestyle brand, just in time for the Paris Fashion Week Men’s showcase on January 18. The Chinese-born, London-based designer exemplifies the potential that independent designers have in creating long-term sportswear collaborations. These partnerships not only offer opportunities to accessorize collections with universally-recognized footwear but also provide a lucrative avenue that emerging talent cannot afford to overlook. This week’s Chinese brand collaboration roundup delves into Feng Chen Wang x Converse. In other streetwear news, we explore the inaugural release from Jordan and Soulgoods. As one of China's premier sneaker boutiques, Soulgoods serves as an effective vehicle for the Jordan Brand to reach young Chinese streetwear fans and communicate its storied legacy. The roundup culminates in the upcoming collaborative collection from Creed, UCCA Lab, and Zhang Ding, marrying the luxury realms of fragrance and art. This partnership demonstrates the symbiotic relationship between scent and artistic expression, in addition to underscoring the pivotal role of Chinese creatives in shaping the global landscape of luxury. Read on for our verdict, and don’t forget to subscribe here to receive the Collabs & Drops editorial recap of brand collaboration content to your inbox every Tuesday. Feng Chen Wang x Converse Details: Two Chuck 70 sneaker designs, February 6 Social context: On Instagram, Feng Chen Wang’s (168,000 followers) five posts about the collaboration have received 2,322 likes in total, while Converse hasn’t posted about the drop to its 10.8 million followers. On Weibo, #CONVERSExFengChenWang has 171,000 reads. Verdict: Feng Chen Wang first collaborated with Converse for Spring 2019 then again in 2021. Since the debut, she has soared as one of mainland China’s most established designers, joining hands with major brands such as Nike, Ugg, Crocs, and Piaggio. This latest Converse collab has arrived at a time when Feng Chen Wang’s reputation is much more global. As a brand with world-famous silhouettes, Converse often invites designers to reinterpret its footwear, allowing for fresh creativity while simultaneously demonstrating the timelessness of its heritage designs. Set to be unveiled at Paris Fashion Week, these sneakers are geared toward the fashion set rather than Converse’s regular consumer, as demonstrated by the fact that the All-American plimsoll leader has not posted about them on social media. Jordan x Soulgoods Details: “Prove Yourself” colorway of Air Ship sneaker, January 25 Social context: On Weibo, Soulgoods has 109,000 fans, and Jordan has 897,000. On Xiaohongshu, #Soulgoods has 3.7 million views while #airship has accumulated 12,400 views. Verdict: Beijing-based store Soulgoods collaborated with Nike back in 2022 on Dunks sneakers, evidently finding the collection a great gateway to Chinese streetwear fans. Soulgoods' Instagram posts have received stellar feedback from consumers so far, a result of the combination of the Jordan silhouette's major fanbase and Soulgoods' brand loyalty. Even when Nike's sales took a real hit back in 2020, the Jordan brand continued to thrive, with revenue growing over 50 percent in China during the fiscal year. As such, this drop is expected to be a hit with Soulgoods' existing consumer base. Creed x UCCA Lab x Zhang Ding Details: Limited edition fragrance collection, inspired by Zhang Ding's signature "Vortex" series, February 1 Social context: Creed has 38,000 fans on Weibo and 23,000 on Xiaohongshu. UCCA has 533,000 on Weibo, and #UCCALab has 30.8 million reads. Zhang Ding has 1,077 followers on Instagram. Verdict: As a celebration of Lunar New Year 2024, the collection draws inspiration from the winding patterns of the Seine River and abstracts the form of the dragon, offering a fresh artistic interpretation of this classic Chinese cultural symbol with the assistance of local talent. The collection is a collaboration between fragrance and art, featuring artwork that serves as the product's cover and can be hung in consumers’ homes, thereby strengthening Creed’s brand loyalty and cultural capital. As a luxury house, Creed frequently embraces the art world to enhance its creative image and connect to global markets that are valuable to its growth.

Soulgoods’ Jordan debuts and Feng Chen Wang reunites with Converse

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Published January 16, 2024

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Soulgoods’ Jordan debuts and Feng Chen Wang reunites with Converse