Streetwear brands reach new heights

"Establishing the brand was just for fun because we have a passion for fashion. We never thought it would be sustainable because of the limited sales channels, supply chains, consumers and lack of media's exposure back then."

Meng points out that consumers born in the 1990s and 95s who have a desire to try new things and value individualism have been a main driver of this rapid growth. Other factors include the rise of e-commerce and the popularity of hip-hop and rap variety shows in recent years.

Roaringwild's success has been encapsulated by its debut at the recent 2019 Shanghai Fashion Week in Xintiandi on March 31.

"You can feel the difference in the landscape now. International buyers, big brands such as Nike and even some luxury brands are integrating streetwear elements into their products. This illustrates the bright future that streetwear brands have," Meng says, after attending the event.

"I'm optimistic about the development of the streetwear brands as the currently booming fashion industry and the huge population of the nation will only bring about more opportunities. Having more streetwear brands emerge to compete with us will be important."