What kind of fashion trend will local outdoor brands bring in spring/summer 2014? Domestic outdoor brands including Lion and Tianluntian have set their sights on travel: whether you’re driving along Route 66 in the U.S. to experience unique pop culture, or venturing through the mysterious African savannah, you can enjoy comfortable and casual travel wear—this kind of outdoor fashion is catching on.
Urban Travel
The hustle and bustle of the city makes people want to step out of the office and into the outdoors. Most who can travel are urban elites, also the main consumers of outdoor gear. How to create outdoor equipment suited to the elite, what characteristics define their gear, and how to meet the needs of both everyday life and business or leisure travel? Therefore, this season Lion emphasizes equipment that combines lifestyle and professionalism to fulfill the demands of elite outdoor pursuits. This series can be defined as lifestyle-oriented outdoor gear.
Keywords: confident, romantic, steady
Representative colors: red, symbolizing passion and ambition; blue, representing the sky and ocean; pink, signifying innocence, sensuality, and elegance; purple, indicating nobility and refinement.
Exploration Series
Exploring the unknown—the human curiosity and desire are never fully satisfied. A strong sense of adventure draws people to the outdoors, with common activities such as mountain climbing, wading through rivers, and jungle adventures. To support these pursuits, we must provide professional gear like hiking boots, quick-dry clothing, and UV-protective apparel. Thus, this series can be developed as a line of professional outdoor equipment.
In Tianluntian’s products this season, the essence of the designers’ vision has been integrated into patented technologies for the first time, achieving a breakthrough from biomimicry concepts to reality. Colors, patterns, and product functionality are perfectly combined and reflected in the items. Among these, the launch of Tianluntian’s proprietary polar anti-slip technology provides strong R&D support for the brand’s ambition to become China’s leading professional outdoor brand.
Keywords: thrilling, adventurous, desire-driven, natural
Representative colors: green, representing nature and environmentalism; brown, symbolizing earthy tones.
Thematic Style
Lion’s series in this collection is primarily thematic, incorporating African lion culture as well as its sponsored wildlife conservation projects in Africa. The short film "BAS’s Prairie" was jointly produced by Lion and the Mara Wildlife Conservation Public Welfare Fund. Thus, using this series as a theme allows for a blend of African culture and Chinese ethnic culture—what is ethnic is universal.