Mr. CABBEEN: Breaking The Tide And Breaking The Rules

According to the world clothing and shoe net reporter, in January 23, 2017, "fashion men L 'OFFICIEL HOMMES" two monthly cover revealed that the characters are not stars or supermodels, but a Chinese fashion designer and brand founder.

People call him "

"He is the founder and artistic director.

For a long time, CABBEEN has a hard face.

He had had many hair plait, long shaved, hip-hop singer's hair style.

This time, his hair style is slightly more formal on the cover, but he still wears the CABBEEN DNA, which is "subversive".

A deep background jacket, with white stripes on it, is a slightly Abstract aircraft pattern, echoing the 2017 spring theme AIRLINE.

Related to the flight space, he also designed the costume for China space long march five pilot team.

The reason why it was called "Mr. CABBEEN" was first because he loved playing carbine and had this nickname.

He was born in Shishi, Fujian. If you have been there, the locals will tell you that stone lions are "Oriental Milan".

It is a Chinese garment base, which is stubborn and strong like weeds. It is a huge and amazing garment factory, and the large and small companies that are related to it grow silently.

Over the past decade, there has been the emergence of clothing listed companies.

Mr. CABBEEN grew up in his family.

In the workshop, he grew up and grew up, and his CABBEEN was different from the Min company, such as Anta and noble bird. It was a designer brand.

In 2013, the company listed in Hongkong, the first in the designer's brand.

Three years later, it was also listed in Hongkong.

At the age of 16, Mr. CABBEEN, who was practicing Boxing at an early age, won the 48 kilogram class second runner up in the "Tenth Games" of Fujian province.

At the age of 17, Mr. CABBEEN was riding on a motorbike, and there was a sticker on his motorcycle. He said, "I'm young and I can't do anything!" he clearly remembered this sentence after many years.

Before he was 20 years old, he went to Hongkong alone.

At the age of 26, he created the menswear brand with his nickname "CABBEEN". The slogan is "subversive fashion".

Later, there was no Mr. CABBEEN who designed the school one day. She used the waist line, narrow body, women's fabric, deconstruction and reassembly and tailoring, and so on in the men's wear brand design, breaking the industry's routine.

He began to win awards in design.

From childhood to most love outdoor extreme sports, Mr. CABBEEN is bold enough to try anything. His design work is to "personalize".

From their boyhood clothes, they were "robbed" by their peers, to win the love of young people in various cities in China. After 20 years of creation, CABBEEN has entered adulthood.

Cabbeen Lifestyle, Cabbeen Urban, 2AM...

Now the company has many different positioning brands, and there are different series under each brand.

From 20 to 30 years old men, from life, entertainment, appointments to work, business contacts, almost all occasions CABBEEN covers them, and they even extend their tentacles to their homes.

CABBEEN has more than one thousand stores in China, and its annual sales volume is about 2000000000, but it is obviously different from the original designer brand.

Today, exceptions, Su ran, Jiangnan Buyi, these Chinese designer brands founded in the 90s and 2000 of the last century are already strong enough to be ignored. They are listed on the international fashion week, and the prices are not cheap.

The more extreme "designer brands" value themselves.

Design according to your own ideas to attract fans, usually do not change the design in order to cater for the needs of customers.

CABBEEN's practice is to encourage market players to quarrel with designers. The creative director takes the lead in designing, and at the same time, he makes statistics on market data and answers.

CABBEEN used to have a narrower version of a suit. If the pocket was designed according to the traditional way, the customer's hand could not be inserted into it, so the design of the pocket was changed.

When he was in Hongkong in the early years, Mr. Jackie Lui met the actor, Jackie Lui, and became a good friend.

Jackie Lui was vegetarian, so Mr. CABBEEN began to pay attention to animals.

Not long ago, a series of CABBEEN's cooperation with Xu Weizhou and Jiro Wang was intended to arouse concern about endangered animals.

Jackie Lui recently took a net play "vegetarian little dad, I love you", and even Mr. CABBEEN played a designer role in the play.

Some people say that Mr. CABBEEN spent 2/3 of his time playing. He said that playing the game is very serious.

He is playing, is actually experiencing, without experience, the design will be exhausted.

In 2011, CABBEEN made a decision to sell their production business and concentrate on design and development.

For a long time, the impression of Chinese clothing companies to the world is that large-scale, low value-added production is at the bottom of the value chain.

And CABBEEN chose to outsource production links and continue to strengthen design and research links.

From a small workshop in Shishi, Fujian, to the chairman and creative director of a listed company, now Mr. CABBEEN is doing a more difficult thing -- marketing, storytelling, the most missing part of Chinese brands for a long time.

If you have contacted the founders of Chinese fashion brands, you will find that they often suffer from their own brands who can not tell stories.

Obviously, the product is very good, even from the same brand with the luxury brand, but it can only sell 1/3 of the price.

The story of Hermes's Birkin bag and Kelly bag has been enduring for decades. "I only wear Chanel No. five to sleep." Monroe is still selling perfume for Chanel today.

Fashion is not just clothes, shoes, perfume, but also a pleasant dream.

Customers are willing to pay for stories, which makes their happiness magnified many times.

The traditional practices of Hermes and Chanel still work today, but the more popular way of attracting the tide and the millennials is the net red effect, which is a necessary weapon for designer brand or designer brand.

Michael Kors has been the judge of Project Runway for many years, making a lot of free exposure for the brand.

Alexander Wang, when she was in the Paris family, kept a long hair, ran on the T stage to curtain her curtain, and became a symbol. After leaving office, she concentrated on the same name brand, and the star effect was still there.

Not to mention "sexy itself" Tom Ford, he is too red, no matter what he does is favored by all kinds, fashion, lipstick, and even sunglasses will easily be sold out.

It is undeniable that Tom Ford's design genius, and his own net red effect, star effect will magnify the charm of the brand several times.

Tom Ford also boarded VOGUE, ESQUIRE and so on many times the cover of fashion magazines.

Mr. CABBEEN first appeared as a fashion opinion leader in cooperation with the French royal silver brand Christofle (Kunting).

At the end of last year.

Christofle announces that Mr. CABBEEN will become a brand ambassador and will visit many celebrities' private homes in 2017 to explore fashion lifestyle and home taste.

Before it has extended its business scope, it has a home life brand Cabbeen Home.

Mr. CABBEEN once said that he himself had to take 99 mirrors a day, because he was so fond of beauty that he had been courageous enough to have a mental obstacle when he tried new things.

Now that I've been a boxer and an actor, I've never played a live broadcast.

In the creation of brand 2am, CABBEEN told a romantic story.

In 2004, Mr. CABBEEN felt a bottleneck in his design and fled to Israel to precipitate himself.

At two o'clock in the morning, he walked on the beach, and the color of the sky began to change, as if a bauhinia were blooming in the sky.

After returning home, the new brand 2am was born, and purple became the theme of this sub brand.

CABBEEN, after having a large number of domestic outlets and abundant funds, is moving towards a road similar to Tom Ford and Alexander Wang. Designers and soul figures become opinion leaders, whose image is like the banner of a brand.

CABBEEN has been a long-term fruit powder, but after HUAWEI's Leica dual lens P9 phone was released, he immediately changed P9 as a Leica powder.

In early 2017, Mr. CABBEEN boarded the cover of "fashion man L 'OFFICIEL HOMMES". In an exclusive interview, he showed his way of life and spiritual world.

The Chinese fashion company, founded 20 years ago, who has opened its stores evenly across the country, is quietly upgrading its marketing strategy. The founder has not hesitated to appear on the most authoritative occasion and become a spiritual symbol.

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