Price tag thousands of jeans behind every design are hidden stories

With its own patented shading design, it meets the personalized needs of people wearing. Reporter Huang Shaohong

Treasures, cottons and cottons are three times more expensive than traditional linens, but they can make tattered designs more pure white. The picture shows the staff is doing a pre-quality check on jeans. The reporter Huang Shaohong took a piece of jeans with a price tag of a thousand dollars instead of several denim jeans, a zipper, and several rivets. In the middle and low-end brands occupying the mainstream Humen clothing circle, Xie Qunzhen is a member of “restlessness”. Her design and production of “JONEAA” (Zo Ni) denim clothing has successfully entered the overseas mid-to-high-end market, becoming a topic of conversation among peers. .

Recently, the Nanfang Daily reporter walked into her costume world and spy on the journey of a pair of jeans before being put on and the hidden business stories.

According to regional preferences "tailored"

Into the showroom, a dazzling array of new jeans hanging neatly around the hangers, the market price of each pair of jeans ranging from 800 to 1300 yuan. In the studio next to him, Xie Qunyu, who just returned from the European exhibition, is designing new products for the next season - a pair of jeans worth thousands of dollars.

The ** who had worked with Xie Qunxi saw her obsession with fashion design. On average, she designs thousands of new products each year to meet market demand. "Not only must follow the trend, but also have to take care of the dress preferences of different regions." Xie Qun said that the jeans will be sold to Europe, Asia and Africa, the first consideration in creative design is the preferences of different regions.

Almost every month, Xie Qunzheng has to travel abroad to learn about the local conditions and customs in the world and to accumulate materials and find inspiration for design.

According to her experience, Japan and South Korea like totems and other designs with totems; India and the Middle East prefer miscellaneous funds, more in love with the exaggerated design of American street culture; Europeans focus on fabrics and type, hope The design is simple and intimate; the embroidery style is hot in the African continent.

On a trip to Europe, Xie Qunmin found that customers were bothered with the drying of jeans, and once they were designed, they added two hanging ties to the sides of the trousers to facilitate drying. This intimate detail design makes this pair of jeans very popular in the European market.

This time, Jean Jean Tsang's jeans are also ready to be sold to the European market. She hopes that while she is doing well with her layout, she will add the popular elements of tatters in the last two years to make the jeans more “tide”.

"Doing high-end must withstand tossing"

In addition to local-specific, individual-specific designs, the choice of fabric often determines whether customers will ultimately pay for the product.

Since last year's global supply shortage caused the price of cotton to rise, and the poor quality of the cotton products made them vulnerable to wrinkling, Xie Qunyu decided to abandon pure cotton fabrics and instead use hemp cotton as a fabric.

Traditional hemp cotton has certain irritation to the skin and may cause human discomfort when used to make close-fitting clothing. After repeated scrutiny, the final fabric used was imported from Turkey.

In 2011, Xie Qunzhen accidentally discovered this fabric when he visited the fabric exhibition in Italy. Compared with the traditional hemp cotton, Zhenpinmamian cotton eliminates the possible impact on the skin and is more resilient. “The weft yarns designed with ramie, cotton, and rags are not yellowed, and the color is white and it is not easy to break.”

Correspondingly, the cost of fabrics has risen with the word “Treasures”. The quotation given by Turkey is 60,000 yuan/ton, compared with 20,000 yuan for a ton of traditional linen.

"To do high-end products to withstand the torment." Talking about the choice of fabric "recklessly", Xie Qun said that: high-end products more emphasis on customer demand for personalized. Whether it is the rivets on the trousers, or the woven tape edging that is not known inside the zipper, the designer must first consider the customer's wearing experience, even if it costs a few times more.

Few people know that the popular design of jeans shading flanging on the market is also from the hands of Xie Qunyu and has been granted national patent protection.

Compared with ordinary cowboys, the production process of shading flanging lattices is much more complicated. Due to the change of the knitting method, only one time is required for the weaving cloth to take longer than the traditional one.

Double-sided wear, integration of trend elements, the design of the market after the young consumer groups are loved, but also attracted peers to imitate. Xie Qunyu said that this is the result of "tossing up."

The designer's century-old dream is in the fashion industry, and the entry threshold is not high. Take Humen Apparel as an example. The surrounding family workshops or small factories are still suppliers to the market. In the earlier period, local famous brands also made their fortune here: “Pure” clothing has risen at a narrow stall in the clothing trade city; “Songying” men's clothing has only started at 400 yuan and 3 old sewing machines.

Similar success stories have brought incompetence to latecomers, but it is no easy task to stand out among many competitors. There are fewer people who are prone to appearing, and more people are short-lived, or are not in the Shanghai crowd.

Even among the top ten designers in the province, Xie Qunmin still feels that it is not easy for her own brand. “Copying people’s brands can make quick money. Unlike doing your own brand, it may not last for years.” Xie Qunyu said that he is also a wholesaler from all walks of life. His business can be described as the rotation of goods. Bucket. In 2002, when she turned to create her own brand, she worked 16 hours a day, but in return she continued to make ends meet. "Until the SARS year, the entire wealthy people had no business. Only I can take orders and deliver goods as usual. This has given me confidence," she said.

In foreign countries, the rise of many well-known brands often requires generations or generations to act as pioneer cattle, and Xie Qunyu hopes that he will also be able to sink in to run the brand and eventually cultivate a century-old shop.

Recently, the Humen Garment Market Cluster was formally listed as the key cultivating target of the Guangdong International Leisure Clothing Center, and it is undoubtedly another policy for the hardworking cultivators in Humen. At the end of this year, Xie Qunqi planned to transfer to the domestic market and open the first store in the Mainland. He also hoped that the children who are learning to design will be able to take over as soon as possible.

Reporter Huang Shaohong