Last week, Baoxiniao, one of China's leading manufacturers and marketers of men's wear, released its new brand named "Dun Huang," in hope to step into the international market.
As one of the few original Chinese brands that have such an ambition, the brand tries to combine current world fashion with Chinese culture.
In its newly released collections, some clothes have a unique Han dynasty touch with light colours and a classical pattern, some feature classic earth tones such as grey, black and brown, some skilfully blend Chinese patterns and characters with modern elements, while others show the spirit of individual expression with avant-garde designs.
"The birth of the brand symbolizes the transition of Chinese clothing companies from mere manufacturers to brand producers," said Du Yuzhou, chairman of China National Garments Association.
According to Du, this year China has developed into the world's biggest clothing production and processing base. It also became the world's biggest clothing export country despite continuous trade frictions.
But China still has no famous clothing brand in the world marketplace. Most Chinese clothing companies survive by producing and processing materials for international brands, while few domestic brands enter the foreign market.
Du said the brand was one attempt by Chinese clothing manufacturers to establish a brand in the world of fashion. Next year other famous brands like Youngor and Shanshan are also said to be launched new collections to tackle the foreign market.
Starting from family-run workshops in 1981, the Baoxiniao Group was founded in 1996. It has grown to become one of the leading menswear enterprises in China.
In 1996, the group launched its menswear brand, to reflect a lifestyle that is current and relevant, one with a youthful energy and attitude.
(China Daily October 17, 2005)
