What is eno? A Grassroots Fashion Plan

The next big thing that people who discovered Yao Ming found: Creating a street brand that belongs to young people in China

Like most of the “post-80s” in Shanghai, Peng Ye, 24, will go to Changle Road every few days. As a graphic designer of a toy design company, he likes to go to this trendy street to see vintage tin toys and new designs on fashion design, such as diamonds and suede. He thought, perhaps, when they could use these materials and processes. In October last year, when he strolled to Changle Road near Chengdu South Road, he saw that the decoration workers were installing swing hangers. Peng Yu was puzzled by the fact that a company selling "parallel imports" shop had made such a move.

When the clothing store called eno was completed, Peng had to correct his own idea: Instead of selling parallel or foreign trade goods, Peng sold street clothes from young Chinese designers. By the end of the week, eno also provided free beer and live performances by post-punk band PK14.

A fun store? Not only that. Because of his curiosity, Peng Yi participated in the design competition organized by eno on the Internet. After winning the award, eno invited him to work as a contract designer. As a result, eno has a designer named “Mr. Box”. In November 2007, five kinds of "mixed style" designs (such as the Queen's head and crocodile's mouth) were designed by Peng Peng. Eno's ready-to-wear.

"Eno is not a pure sports brand, nor is it a pure casual brand, nor is it Benny and Metersbonwe." Peng Yu said. So, what is eno?

Although it can be branded with a lot of labels - fashion, localization, and entertaining - it seems difficult to shed light on its appearance: it is in the form of a chain of clothing stores, but it is somewhat like a bar, it organizes events and competitions, and it also signs contracts. Designer clothing. The most peculiar thing is that it does not employ Hong Kong and Taiwan celebrities as endorsements like Other companies trying to create fashion brands. It only allows its brand to be handed down to a small group of people.

This mixed business model can be seen as an ambitious plan. In the words of its CEO, Tor Petersen, eno's business model is three-in-one: street style, plus Zara-style fast fashion, and Web 2.0's open creativity. Even in the global business community, such a mixture does not exist, let alone it was born in Shanghai. Therefore, eno needs to answer some questions that have never been answered in China: How can Chinese young people acknowledge its "coolness"? How can we bring the creative power of the people to eno here and become a sustainable growth force?