Age: Forget The Public And Challenge Themselves.

20 years ago, Chen came to Beijing alone to live in Wukesong.

20 years later, he returned here.

The difference is that a lot of people are with him this time.

In April 1, 2015, the performance of the old stage on the podium was obviously more relaxed and relaxed than that of last year.

On the stage, the audience laughed and applauded with the guidance of the on-site staff. The new T-shirt released by everyone was displayed behind the crowd and gently floating in the sultry air of the hall.

At the meeting, on the stage, I told the story of the Japanese designer when he was angry and drew a straight line on the paper. He introduced the design of his favorite melancholy girl.

However, the audience in the audience reacted very little. Occasionally, there was a sparse applause in the awkward silence and the rustling cold air.

For the vast majority of people, the names of these designers can only correspond to the young women who love cats from the countryside of Shanghai, the illustrator of part-time DJ in Japan, or the atypical painter who looks like a shy girl and is popular because of "shooting stars".

Their design patterns and styles are not only different from those of popular customers' T-shirts years ago, but also different from the popular knowledge of fashion and fashion.

It is not that no one has told Chen and fan the risk of doing so.

When Zhang Liang, a co-founder of the learned society, introduced Naga Baxiong to Chen, he once thought that only he could appreciate and the public could not accept such a design style.

Similar situation also appeared on screenwriter Shi Hang, and he was surprised when everyone found Gu Xiang to do the design. The company would choose such a small design.

At first, the old age was not confident.

For the first time, the most famous among these designers, who is the most famous person in China, compared with others, he has hoped that his order amount is 100 times that of Chang Chang Xiong, but the product manager, Na Na, is not so radical and blind, and finally decides to maintain a steady equilibrium position on orders.

"We think the design of the most popular artist, Naga Baxiong, is the best seller. I was surprised. I talked with Zhang Liang about this, and he was surprised."

In the restaurant of China World Trade Center restaurant, I am proud to tell me about the sales of printed T-shirts.

The sales volume of Gu Xiang, Tokuda Yuki and others is not bad. Since the print T-shirt was released for more than a month, the average daily sales volume is about more than 8000 pieces.

After the interview, Chen told me that he would go on a business trip next week to discuss the supplement on behalf of the factory. The sale of T-shirts was far better than their expectations in the early April. Since then, such a tight schedule has become the norm of everyday life.

"Minority" has gathered popularity, word of mouth and sales volume for today's customers.

For Chen, this is actually a pleasant surprise.

At first, what he wanted to do was black and white two plain T-shirts. For this reason, the product manager, who was in charge of T-shirt, started arguing with him.

He finally changed his mind until he saw the printed T-shirt proposal and the sample garment made by the product team.

"My heart tells me that it is completely different from the past."

Old age tells us that memories of the scene were full of excitement and excitement. "Someday, you will think that

It was a brilliant idea to choose these people.

Japan's design agency provides a large number of design works for everyone. She takes a preliminary screening, referring to the opinions of young people in different age groups and positions, and finally making the final choice based on the consideration of the product team.

According to the selected design, they found 28 designers, including Gu Xiang, Tatian, Naga Baxiong, Yoshirotten and so on.

"I want to talk to designers. I just want to see these people.

And they are all very interesting people, who are autistic and neurotic.

R & D

In the process, the old footprints from Japan to Canada and then to Germany visited the designers one by one. "Just because we are paying more attention to the public and mainstream culture, we do not pay attention to these minority subcultures, but some of them are

And artistry is very powerful. "

In the past, T-shirt design is often the product of the company's presupposition position. The designer only completes the proposition writing without much chance to develop his subjective initiative and aesthetic ability.

This is quite different from past customers.

Dating back to 5 years ago, Chen put forward the concept of "people's fashion".

Just two or three years ago, T-Shirts, now rated as "Aesthetical problems", can sell tens of millions in a year.

Not only at the product level, but over the years, all customers have become "small" in terms of company size and performance.

However, in today's difficult process of trying to make a comeback, "small" is the result of the struggle and Realization of this company that has suddenly slipped from its glorious peak.