Long before Stella McCartney x Adidas and the like made techy, athletic-chic fashion all the rage, Chinese designer Wang Yiyang was quietly building an empire based on his own digital age-inspired vision in mainland China. It began in 2002, but fast-forward over a decade and Yiyang’s company, Zuczug, has evolved from small, independent fashion label to a full-fledged brand with both a vast local and solid global presence comprising more than 70 brick-and-mortar shops, huge seasonal collections (usually upwards of 300 pieces developed by 10 designers), and an online store mainlining the covetable cache to the burgeoning Zuczug fanbase.
So what exactly is all the fuss about? The answer is Zuczug’s functional, wearable, yet consummately stylish everyday designs that look as at home in the office as they do running errands or socialising on weekends. Bold primary colours, digital prints and relaxed tailoring punctuate the androgynous designs popular with both men and women, and modern accents like iPod pockets makes the pieces even easier to assimilate into existing wardrobes and lives. And with his sights set on yet more expansion through Asia, Europe and the rest of the world at large, you can bet your terry bomber you’ll be hearing a lot more from Yiyang and Zuczug in the years to come.