One collaboration trend that continues to blossom is global names co-designing collections with Chinese brands to authentically localize their identities.
This week, Ugg has unveiled a collaborative project with three independent designers: Staffonly, Attempt, and Randomevent – each one has its own pocket of Gen Z culture in the mainland.
Also this week, Daniel Arsham’s Archive Editions platform has finally announced the release date of its East and the West teapots. Plus, Asics has co-launched the Gel-fuse Dongshankou sneakers with leading domestic multi-brand retailer Badmarket.
Read on for our verdict on each collaboration, and subscribe here to receive the Collabs & Drops newsletter straight to your inbox.
Ugg x Staffonly x Attempt x Randomevent#
Details
Three classic Tasman styles, November 1
Social context
#Ugg x Staffonly has 34,000 reads on Weibo, #Ugg x Randomevent has 210, and #Ugg x Attempt has 34,000.
Verdict
- Deckers recently reported that Ugg’s sales increased 28.1 percent year on year in 2Q 2023 to 610.5 million, growth propelled by a plethora of collaborations around the world.
- Staffonly showed at Shanghai fashion week earlier this month, and has also dropped collabs with Clot, League of Legends and Casetify this year. Also in 2023, Attempt has worked with Gap, and Randomevent dropped a seemingly constant stream of global sportswear tie-ups.
- Ugg is connecting with China by providing support to independent talents while simultaneously leveraging the loyal subcultures that surround each one.
Archive Editions x Wang Lingchen (Oscar Wang)#
Details
East and the West teapots, November 3
Social context
On Xiaohongshu, #ArchiveEditions has 205,000 views, and #Danielarsham has 13 million views. Archive Editions has 12,000 fans on Weibo and Oscar Wang has 3,081.
Verdict
- A love letter to China’s cultural heritage, the teapots made from purple Yixing clay celebrate Chinese tea ceremonies and art.
- This is an opportunity for both artists Daniel Arsham and Oscar Wang to boost their cultural prestige in the mainland, feed their brand reputations and create limited edition collectors items.
- Launched in 2020, Archive Editions is Daniel Arsham's platform that sells limited edition artworks in China. This is its first artist collaboration, showing potential for artists to collaborate to extend reach and share creativity.
Asics x Badmarket#
Details
Gel-fuse Dongshankou, October 28, plus exhibition at Badmarket Guangzhou Dongshan store and Beijing Chaowai store from October 28 to November 5
Social context
#Badmarket has 12.3 million reads on Weibo. But there are 53,000 reads under the hashtag #donghsanshoe-hunting notice (#东山 shoe-hunting notice) on Weibo, promoting the brick-and-mortar activations. On Xiaohongshu, #badmarket has 10.81 million views — the brand has 39,000 followers on the platform and Asics has 13,000.
Verdict
- The inspiration behind the Gel-fuse Dongshankou comes from Badmarket’s birthplace of Guangzhou and Asics’ of Kobe, Japan.
- Just like other global sportswear brands, Asics continues to tap local names to connect with the market, including 8On8, Trouble Smile and Shushu/Tong.
- Jing Daily’s social context research shows that Badmarket is popular on Xiaohongshu, a platform beloved by Gen Z, therefore, it is a stellar vehicle for Asics to reach young consumers.