Translated by
Nicola Mira
Jul 26, 2016
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Chinese label Septwolves sets out to conquer Europe, starting from Milan

Translated by
Nicola Mira
Jul 26, 2016

Septwolves is going places in Europe. The chic men's sportswear brand belonging to Chinese group Fujian Septwolves Industry first toed the waters in Italy last year, presenting its collections in Florence and Milan. It has now returned to the Lombardy capital for the June fashion week, with a remarkable show.

It was the chance for the apparel giant to forge tighter links with potential European partners.

Septwolves showed in Milan last June

"We chose Milan because it is a benchmark in men's fashion. It is also the ideal venue to interact with the fashion world and set up new partnerships," explained the group's founder Zhou Shao Xiong to FashionMag.

"We are here not just to promote our brand, but also to invest in European, especially Italian, fashion labels, provided they have a unique style and a great tradition," he said, stating he "has been in touch with several companies."

Fujian Septwolves Industry is also a distributor (having spearheaded, among others, Versace and Canali in China), and is interested in accessible luxury menswear. The group is also seeking to develop collaborations with young designers, Italian or otherwise, who intend to expand in the world's most populous country.

The group was created in 1990 as a specialist jacket manufacturer. It is listed on the Shenzhen Stock Exchange, and also owns three R&D centres in Shanghai, Tokyo and Hong Kong, as well as a creative studio in Milan.

Septwolves, Spring/Summer 2017

Fujian Septwolves Industry is known as 'the king of jackets', and has expanded its range developing a full menswear wardrobe, distinctive for its craftsmanship.

"We currently own seven brands, mostly in menswear, but we are also active in women's ready-to-wear apparel. Altogether the group generates a revenue of nearly €1 billion, and our leading brand, Septwolves, one of about €400 million," stated Zhou Shao Xiong.

Septwolves alone operates 2,800 mono-brand stores and 5,000 retail corners. The label's symbol, a wolf, is regularly featured on Septwolves' clothing. The brand's style is contemporary, offering a new take on Chinese design codes, notably through embroidered motifs and prints.

A Septwolves look presented last June in Milan

Ever since its launch, Septwolves enjoyed an unprecedented success and is regarded as one of the trendiest labels in China.

"We were the first, 26 years ago, to create a fashion brand in China. We have been successful because we were able to identify the needs of Chinese consumers and we anticipated the evolution in their preferences, starting from jackets," said the founder of Septwolves.

For the last four years, the label's style has been in the hands of Creative Director Colin Jiang, 34, a graduate of Milan's Istituto Marangoni who also worked at Roberto Cavalli. "We would like to collaborate with other designers for our other brands," concluded Zhou Shao Xiong.

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