Thanks to the rise of streetwear players like Roaringwild, Randomevent, and Soulgoods, China’s hypebeast era is here. Local is leading the way for Generation Z.

Chinese collaborations came in droves in Q1 2023, from McDonald’s and Clot, to Dingyun Zhang x Marni. What can brands learn from these co-branded releases?

International footwear brands are turning to collaborations with emerging Chinese labels to win over younger consumers and build positive brand perceptions.

Brands like Adidas and Asics team up with streetwear retail space hang-out spots that combine installations, coffee shops and skate ramps to reach Gen Z.

Best-known for collaborating with the likes of Dickies and Puma, Randomevent is the clothing brand-concept store encapsulating China’s streetwear scene.