What kind of fashion trend will domestic outdoor brands bring in spring/summer 2014? Local outdoor brands including Lion and Tianluntian have set their sights on travel: whether 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 outdoor fashion trend is spreading.
Urban Travel
The hustle and bustle of city life makes people want to step out of the office and into the outdoors. Most travelers are urban elites and also the main consumers of outdoor gear. How to create outdoor equipment tailored for these elites, what characteristics define their gear, and how to meet the needs of both daily life and business travel — this season, Lion emphasizes a blend of lifestyle and professionalism to fulfill the demands of urban elites. Thus, 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, standing for nobility and refinement.
Exploration Series
Exploring the unknown — human curiosity and desire are never fully satisfied. A strong sense of curiosity drives people outdoors, with activities such as mountain climbing, water trekking, and jungle adventures being common. To support these pursuits, professional gear is essential, such as hiking boots, quick-dry clothing, and UV-protective apparel. Therefore, this series can be developed as a line of professional outdoor equipment.
In Tianluntian’s products this season, designers’ core inspirations were integrated into patented technologies for the first time, achieving a breakthrough from biomimicry concepts to real-world application. Colors, patterns, and product functionality are now perfectly combined and reflected in the items. Among them, Tianluntian’s exclusive polar anti-slip technology has been launched, providing strong R&D support for the brand’s goal of becoming China’s leading professional outdoor brand.
Keywords: thrilling, adventurous, desire-driven, natural
Representative colors: green, symbolizing nature and environmentalism; brown, representing earth tones.
Thematic Style
This series from Lion mainly features thematic designs, incorporating African lion culture and the brand’s sponsored wildlife conservation projects in Africa. A short film titled “Bass’s Prairie” was jointly produced by Lion and the Mara Wildlife Conservation Public Welfare Fund. By centering this series on such themes, it blends African culture with Chinese ethnic culture — proving that the local is indeed global.