From February 22-25, 2012 ISPO BEIJING was held at the China National Convention Center in Beijing. Swedish outdoor brand ROYALWAY launched its 2012 Spring/Summer collection at the event, showcasing a unique Nordic design aesthetic.
Return to Nature as a Walker and Explore the Aurora Borealis
This season, “Walk with Nature” (自然行者) is ROYALWAY’s call to action for “stepping out of your home, exploring nature, and protecting the Earth.” It represents a community taking action to guard the planet and preserve the environment; within ROYALWAY, we affectionately call them “Nature Walkers.” Examples include small but impactful actions like cycling instead of driving on No-Car Days, avoiding single-use tableware, and using energy-saving bulbs; as well as more specialized initiatives such as utilizing renewable energy and desert greening—these are all things that a “Nature Walker” should actively pursue.
Upholding the solid philosophy of the “Nature Walker,” ROYALWAY designs and manufactures clothing, footwear, and gear suitable for all-weather outdoor activities. Reflecting on the environmental impact caused by brand operations, the company continuously thinks ahead and takes action. From design to product, ROYALWAY adheres to an eco-friendly philosophy of walking alongside nature, striving to become a brand manufacturer that ensures both functionality and comfort while guaranteeing green sustainability.
Nordic Design Aesthetics Integrated into Outdoor Living
In 2012, ROYALWAY is highlighting its Spring/Summer quick-dry pants and shirts series, ultra-thin windbreakers, Autumn/Winter hardshell jackets, ultra-light down jackets, and showcasing key technologies and materials in its products. For example, in the skiing series: whether it's two-layer glued skiing jackets or insulated glued skiing jackets, ROYALWAY strictly uses 100% waterproof glued technology, achieving a waterproof/breathable rating of 10,000. The designs include detachable windproof skirts and warm insulated padding.
ROYALWAY hardshell jackets offer all-weather climate defense and excellent breathability, maintaining complete sealed insulation even under harsh conditions.
The ROYALWAY mountaineering hardshell series is designed for high-altitude sports, featuring protection against wind, rain, and snow, as well as breathability and the freedom for comfortable movement.
Theme-Based Events Promote Pure Travel Experiences
This year, ROYALWAY is leveraging two of the most authoritative professional outdoor industry expos in China—ISPO BEIJING and the Nanjing Asia Outdoor Show—as its main platforms. With a focus on e-commerce marketing, Weibo communication, interactive media promotion, and supported by offline theme-based events, the brand aims to allow more consumers to experience the charm of Nordic design. These activities revolve around the “Nature Walker” brand philosophy, integrating public welfare, environmental protection, poverty alleviation, educational sponsorships, and brand reinforcement to enhance ROYALWAY’s visibility and reputation.
Since entering the Chinese market, ROYALWAY has completed its supply chain integration, further improved team building, and established a standardized, efficient brand operation management system. To date, ROYALWAY’s sales network covers first- and second-tier cities in Northeastern, Northwestern, Eastern, and Southwestern China, and its products are available in all major national retail chains including Sanfo Outdoor, Golden Eagle Group, and Dayang Department Store.
Join ROYALWAY’s “Nature Walker” movement for the sake of the Earth we all inhabit, and experience the beauty of Nordic design aesthetics.