|
Proud To Be Made In China
Return of the warriors
It remains difficult to name an unquestionably bona fide Chinese brand. Of course, the ancient Chinese were great innovators, but modern history suggests a deficit in creativity and originality. This is reflected in most industries, particularly fashion. Contemporary designs are noticeably (and often absurdly) derivative of their foreign counterparts.
But the times, they are a changing. These days, Chinese producers seem intent on establishing their very own brand identity. As the economy continues to grow, the poise to market products that are proudly Chinese is fast becoming a national imperative.
Huili (回力) are one of the few, authentic Chinese products. The Shanghai Zhengtai Company has experienced a rollercoaster of fortunes since its inception in 1935. Though the English name is Warrior, 回力 roughly translates as the power to overcome difficulties: The company was attempting to stave off bankruptcy at the time it diversified into manufacturing shoes.
Introduced in the 1970s, Warrior’s most famous model is the iconic basketball shoe, the WB-1. It became a sought after status symbol in the 1970s and 80s. However, Huili’s fortunes faltered in the early 90s when Western brands entered the Chinese marketplace. As Jill Chow, who grew-up in Foshan explains : “ At school, only the poor kids would wear Warriors. We all wanted Converse. ”
It appeared as if Warrior’s days as a fashion symbol were numbered. Huili’s status was quickly relegated to second class. Construction workers and rural school kids were typically seen wearing WB-1s.
But remarkably, the company’s fortunes have changed again as a market for socialist kitsch has made them desirable to a new generation. In recent years, indie rockers in Beijing have begun wearing them. Expats, drawn to the sneakers exotic Chinese character logo, have also been buying Warriors. Indeed, the trainers have even spread oversees, with specialist websites marketing the shoes in the US and Europe.
Enhancing their prestige abroad, a Finnish-Chinese student, Shumeng Ye produced an unlikely hit in 2008 when she released, ‘ Book of Warriors, ’ a photographic journal that she hoped would “tell the story behind the shoes and show a different side of China… a country with its own distinctive sneaker culture.” The book came with a free pair of Warriors and sold out quickly in Northern Europe.
Huili seem intent on capitalizing on this u-turn in fortunes and this time they are following in the footsteps of their Western competitors in a bid to achieve lasting success. The product range has diversified. But what is perhaps most significant is that Huili are now available in official Warrior stores. Over the last year, the PRD has seen Warrior shops popping-up all over the place, from Guangzhou to Huizhou to Shenzhen. OK, they may not have shop fronts in premier malls, but at least you don’t have to crawl around the backstreets to find your funky Chinese sneakers anymore.
THE BIG THREE
WB-1 are the classic Warriors. They are light, durable and ideal for China’s most number one imported obsession: Basketball.
V2 brandish an unmistakable W along their side. These trainers, which were originally designed for volleyball, have a classy, almost refined design, making them ideal for smart-casual occasions.
K1 are perhaps the most comfortable of the Warriors. These tennis shoes appeal to those looking to avoid over-the-top American sneakers, and ideally complement an understated yet hip look.
WARRIORS (HUILI) EXCLUSIVE SHOPS
Warriors Exclusive Shops are notable because of their iconic blue and white logo depicting an archer. The shops stock a wide range of Warriors, from the retro basketball shoes (WB series) to the new and trendy WXY series.
// 289 Donghua Dong Lu, Guangzhou (020 3763 8060) 广州市东华东路289号;
91 Daxin Lu, Guangzhou (020 8338 9007) 广州市大新路91号;
69 Gexin Lu, Guangzhou广州市革新路69号
457, Jian' an Yi Lu, Zone 24, Bao'an District, Shenzhen. 深圳市宝安24区建安一路457号 (0755 2781 0792)
152-1 Shanghe Lu, Zone 31, Bao'an District, Shenzhen. 深圳市宝安31区上合路152-1号 (0755 2766 8224)
76 Shuimen Lu, Huicheng District, Huizhou. 惠州市惠城区水门路76号。(0752 2200563)
Sources : http://www.thatsmags.com
Last edited by HangPC2 on 5-10-2012 01:33 AM
|
|