Breaking the “barrier” and practicing the sustainable beauty of urban outdoor”
SORONA® x ISPO x HAOLISHI
The third stop of the Urban Outdoor Theme Exhibition
The launch of Shanghai Station!
SORONA® x ISPO x HAOLISHI
On December 1st, canU space in Shanghai welcomed the SORONA® x ISPO Three stops – the launch of Shanghai Station! If the past two “Walk Out” themed events have allowed us to see the breaking of urban outdoor circles and discover the power of small gatherings, then the third event in Shanghai was born to solve new problems. .
When urban outdoor becomes an emerging track, and when sustainability becomes the main theme of future fashion, where does the root cause that restricts the practice of sustainable fashion come from? What should the small players in the industry do to make sustainable urban outdoor living a lifestyle that young people will love and admire in the future? With these questions, at 13:00 that afternoon, our “old friend” ISPO project team community manager Dai Jiayi, Shanghai Huafeng Ruixun Biomaterials Co., Ltd. marketing manager Li Kejie, Wanzi Technology Co., Ltd. marketing director Sun Lei, As well as new partners Wu Cuifen, general manager of the French Lafuma brand in China, and Cui Dan, founder of canU sustainable fashion platform, they gathered together and gave new answers from their respective perspectives.
Talk on the same frequency to sustain the original intention and unite people’s aspirations
SORONA® x ISPO x HAOLISHI
“Outdoor brands must have environmental protection genes!” This sentence comes from Dai Jiayi, community manager of the ISPO project team, and Wu Cuifen, general manager of the French Lafuma brand in China. , and also won unanimous approval from the guests present! It is far more persuasive than a long speech to require or advocate urban outdoor to move towards a sustainable path. It also allows us to anchor our future goals and more firmly clarify [Going to the Waves] SORONA® x ISPO x HAOLISHI City The significance of outdoor theme exhibitions. With the same original intention of sustainability, and because of the same concept of “urban outdoor”, everyone gathered together and joined forces to talk about the sustainable future of urban outdoor at the [Qulang] site.
ISPO project team community manager Dai Jiayi
The cohesion of the original intention of sustainability is not only reflected in the theme activity of “Going Waves”, but also in the development process of new urban outdoor tracks. Dai Jiayi, community manager of the ISPO project team, shared his glimpse of the industry phenomenon: “As the urban outdoor trend becomes more and more obvious, more and more companies are accelerating to enter the industry. In my opinion, the core concept of the new wave of urban outdoor , is actually the fusion of outdoor life and urban aesthetics. This is reflected in the change of lifestyle on the one hand, and on the development of products and the feeling conveyed on the other hand. Whether it is the fashion industry or the outdoor industry, whether it is the material side , brand side, platform side, event side, there are already more and more companies/brands, through innovative designs, hot-selling products or marketing activities, and cross-border co-branding, to gather the strength of multiple parties and jointly deliver The urban outdoor lifestyle conveys the theme of environmental protection.”
Li Kejie, Marketing Manager of Shanghai Huafeng Ruixun Biomaterials Co., Ltd.
Li Kejie, marketing manager of Shanghai Huafeng Ruixun Biomaterials Co., Ltd., also started from the properties of SORONA® bio-based materials themselves and interpreted the necessity for those who share the same frequency in the polymerization industry to move forward together: “SORONA® bio-based materials from birth to production Ready-to-wear, across six lines��It is not enough to simply choose a functional fabric. As a material supplier, what we need is to communicate and analyze their real needs, such as which pain points of a certain category of products in a certain scenario need to be solved, and Propose targeted solutions to help them make more suitable material choices and discover product development directions that are more in line with market trends. As a fabric company with a history of more than 30 years, Wanzi has accumulated very strong supply chain resources and material supplier resources, and also has a very rich and successful service brand, especially women’s clothing brands. experience and professional fabric products that have won ISPO awards. This is our confidence in advocating a new urban outdoor lifestyle. It is also our confidence in leading new sustainable product trends and allowing more people to practice sustainability. ”
Light travel, new urban outdoor experience
SORONA® x ISPO x HAOLISHI
When discussing what kind of products meet the needs of urban outdoor scenes, the keyword “light” was mentioned repeatedly by different guests!
Founded in 1930, Lafuma takes “light outdoor, joyful travel” as its brand concept, adhering to the concept of going outdoors when you step out of the house, to provide consumers with more comfortable, functional products that combine technology and fashion, and adheres to the concept of ecology. In terms of product material selection, we focus on natural safety, comfort, and technological and functional experience. “We have chosen to cooperate with SORONA® starting from the spring and summer of 2022, not only because of the agreement between the two parties in the concept of ‘symbiosis with nature’, but also because Lafuma mainly focuses on the clothing needs in light outdoor scenes such as hiking, outings, and camping, and is committed to Solve the consumer pain points for users where professionalism, fashion and comfort are incompatible. SORONA® can well meet the multiple needs of our product development for environmental protection, comfort, functionality and fashion.” In the interview, Wu Cuifen, general manager of the French Lafuma brand in China, said Interpretation of the brand’s “light outdoor” positioning.
Wu Cuifen, general manager of the French Lafuma brand in China
Li Kejie, marketing manager of Shanghai Huafeng Ruixun Biomaterials Co., Ltd., shared that “lightweight outdoor” is the most frequently searched keyword in the market research analysis and pointed out that “the premise is to balance and meet the functionality in different sports scenarios. Only lightweight products that combine outdoor comfort with urban aesthetics can meet the needs of the urban outdoor and light sports markets.”
Sun Lei, marketing director of Wanzi Technology Co., Ltd., also emphasized: “In urban outdoor scenes, there is no need for too hard-core indicators. If fashion brands want to make urban outdoor products, they must first see whether the clothes have a light and soft feeling when worn. , and then adding a little bit of outdoor function and texture is enough. Therefore, when choosing fabrics, you cannot just say that they should be waterproof or breathable, but you need to choose functional fabrics of the appropriate level according to the needs of your scene.”
Qiu Zhiwei, director of fabric development at Zhizhi, a representative of the fashion brand who attended the scene as an audience member, also gave the standards for fabric selection by fashion brands in the interview: “When we select fabrics, we must first conform to the style positioning and tonality of the brand’s Chinese design, and then Only then will we consider fashion trends, and environmental protection trends and urban outdoor trends are the future product development trends of our brand. Since last year, we have begun to increase our cooperation with Wanzi, on the one hand because they are strong in down jacket fabrics and functional There are many fabrics, and while maintaining warmth, they can be made lighter, windproof, and breathable; on the one hand, it is also because they have many environmentally friendly fabrics, which is in line with our gradual increase in natural materials such as cotton, linen, silk, and wool in the future. The goal of the proportion of environmentally friendly fabrics other than fabrics is the same.”
Conclusion
Only by walking through the desert can you feel the preciousness of the oasis; only by being healed by nature can you want to heal nature even more! When the urban outdoors becomes a new way of life, when nature and the city are more unbounded, and when some actions to protect the environment gradually become habits and instincts, environmental sustainability can also take its course and become a universal concept that all people can empathize with. beauty of. What is gratifying is that in this era of commercial profit-seeking, there are still many people who hold the same concept of “sustainability” and work together for the same goal. With a spark, they can ride on the wind and rise. Setting off a prairie fire – just like every participant in the “Going Out” activity, and just like every member of the industry who has not yet participated but has felt something and taken action because of the “Going Out” activity.
AAA
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Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
AAAOnly by walking through the desert can you feel the preciousness of the oasis; only by being healed by nature can you want to heal nature even more! When the urban outdoors becomes a new way of life, when nature and the city are more unbounded, and when some actions to protect the environment gradually become habits and instincts, environmental sustainability can also take its course and become a universal concept that all people can empathize with. beauty of. What is gratifying is that in this era of commercial profit-seeking, there are still many people who hold the same concept of “sustainability” and work together for the same goal. With a spark, they can ride on the wind and rise. Setting off a prairie fire – just like every participant in the “Going Out” activity, and just like every member of the industry who has not yet participated but has felt something and taken action because of the “Going Out” activity.
AAA
Disclaimer:
Disclaimer: Some of the texts, pictures, audios, and videos of some articles published on this site are from the Internet and do not represent the views of this site. The copyrights belong to the original authors. If you find that the information reproduced on this website infringes upon your rights and interests, please contact us and we will change or delete it as soon as possible.
AA
