The Sales Of French Stick Pants And French Fries Pants Have Led The Way For More Than Five Years. What Did The Original Comfortable Jeans Brand Simple Pieces Do Correctly?

Since the cowboy culture entered China in the 1980s, this classic clothing category has experienced a transformation from an imported product to a national single product. With China becoming the global production center of denim fabrics and clothing, consumers' awareness and acceptance of this classic category has continued to increase, which has also made China grow from a major denim clothing manufacturing country to a major global consumer market.

In this wave of evolution of the jeans clothing industry, branding has become the core path for Chinese practitioners to break through and upgrade. China is making great strides from the "world factory" of denim clothing to the "original highland", while the original comfortable denim brand simple from Shanghai Pieces (hereinafter referred to as "SPS cowboy") is one of the typical representatives. Through category innovation, technical breakthrough, supply chain optimization and accurate consumer insight, as well as deep cultivation in Tmall, Little Red Book and other platforms, SPS Jeans has created a road of independent brand development from made in China to original in China.

Figure: Original comfortable jeans brand simple pieces

It is worth noting that SPS jeans, with the core concept of "comfort+quality price ratio", precisely meet the current needs of consumers for jeans clothing by innovating the jeans shape, fabric and process. A few days ago, through the research of Sullivan, an independent third-party research institution, SPS jeans pioneered jeans baguettes and jeans French fries pants, which have achieved the sales leader for more than five years. Behind the growth of SPS denim individual brand, it benefits from the systematic support of the transformation and upgrading of China's denim clothing industry.

The first denim leggings and potato chips pants, leading the sales in more than five years

The birth and popularity of SPS denim originated from accurate insight into domestic consumption trends.

In recent years, consumers have become more and more interested in "quality+cost performance" pieces. With the rise of health and comfort trends in the post epidemic era, the market demand for jeans is also moving towards innovative design and comfortable wearing experience. The 2025 China Consumption Trend Report shows that in the past year, young consumers have become more rational and pragmatic, and the pursuit of dual advantages of price and quality has become the main demand. The survey shows that 60.8% of consumers expect to buy high-quality products, and 36.9% of consumers expect to obtain unique experience through consumption behavior.

SPS denim keenly catches this market trend and takes "comfort+quality price ratio" as the starting point to carry out localized innovation on the fabric, shape, size, marketing and other links of jeans, so as to quickly gain a foothold in the market.

Finding the right fabric is the key. In the comfortable denim segment innovation track, SPS denim and Lycra, Tencel ? Such top yarn raw material suppliers have cooperated deeply to customize and develop a series of high-end fabrics with both functionality and comfort. In addition, SPS denim also has deep cooperation with the local denim fabric manufacturer, Guangdong Qianjin Denim Co., Ltd., which is also the developer of the patent of the double warp technology four side elastic denim, and has realized the application of the first batch of four side elastic denim fabrics in China. SPS Jeans Use Free Cross's patented technology enables elasticity on all sides. These fabrics not only allow the wearer to move freely without restrictions, but also give the wearer a soft, breathable and breathing feeling.

Figure: SPS Jeans and Deep Partners Customized Products

In terms of shape design, SPS denim is the first denim leggings and denim French fries pants in China. Among them, the French staff pants adopt the design of a nine part small straight tube. Through the brand's self-developed semi customized size, the 80~155 kg pants can be worn comfortably with straight legs; The French fries pants adopt a loose and straight tube design, and the trouser legs are split, which can best lengthen the leg lines and become the first choice to show the leg length. Based on the recognition of SPS cowboy product innovation ability, Sullivan, an independent third party organization, certified it as the "pioneer" of Chinese jeans French trouser and jeans French fries.

According to Miss Meiqu, the founder of SPS jeans brand, everyone has a different figure. Many girls often encounter the following problems when buying jeans: the hip is appropriate but the waist is too large, and the waist is appropriate but the pants are too long/short... In order to solve this problem, Based on the analysis of Chinese women's body shape data, SPS denim introduced a unique concept of semi customized size: 8 hip sizes, 2 height sizes, and 16 permutations and combinations to provide a refined size scheme to achieve a more comfortable wearing experience. Although it seems that there are many sizes, as long as you first choose the length of pants, then determine the size according to the hip circumference, it is as suitable as tailoring after wearing.

Figure: SPS denim semi custom size

From "flow" to "reserve" is never easy for a new brand. In the past few years, in order to further expand and precipitate the brand influence, SPS denim has also worked with Blue Bottle Blue Bottle Coffee, Cycle&Cycle Bakery Brand, la owned by Capello Hotel Boulangerie and other trendy brands carried out a series of cross-border linkage. For example, during the joint activity with Cycle&Cycle, SPS denim customized bento bags and aprons for the activity were well received by consumers.

Doing the difficult and right thing will eventually reap the "rose of time". From fabric, design, price to brand, the three-dimensional products and services make SPS jeans become the "favorite" of more and more users. Consumers continue to praise SPS denim: "After buying addictive jeans", "Benmingshen pants, French pants and French fries pants, I feel that other brands of pants can be withdrawn from the wardrobe. With it, I don't like other brands of pants", "Design pants for women who are anxious about their bodies, which is a real women friendly brand"

According to the business staff of Tmall's data platform, the total transaction volume of SPS jeans stores in the past half year (from October 1, 2024 to March 31, 2025) has always remained the top three among Tmall women's jeans with high prices. According to Sullivan's data, the sales volume of jeans baguette pants, the first of SPS jeans, has led the industry for 6 years, and the sales volume of jeans French fries pants has led the industry for 5 years.

Figure: Sullivan Report of Independent Third Party Research Institute

Systematic support behind "remake a pair of jeans"

From the SHEIN in Europe and the United States to the SPS cowboy in China, the reason why it can grow from scratch and prosper, and accurately understand the change of consumption trend is the key, but it is a complete textile and clothing industry chain, talent base, e-commerce, logistics and other perfect infrastructure in China to truly realize the support from 0 to 1.

"It's a great achievement for me to turn an invisible thing into a visible thing, create something out of nothing, and get many people to like it." Miss Meiqu, the founder of SPS jeans brand, said that her entrepreneurial motivation, on the one hand, was to wear jeans since childhood; On the other hand, there are few domestic denim brands with good shape and comfortable wearing on the market, hoping to create a comfortable and thin denim brand for the people.

Picture: Miss Meiqu, founder of SPS jeans

Turning creativity into business requires countless invisible efforts and sweat. As a female entrepreneur in Shanghai, Miss Meiqu attaches great importance to the spirit of craftsmanship. Adhering to the "Shanghai Fine Crafts", she has been reviewing various types of jeans, studying the body shape characteristics of girls, and creating with the depth of the industrial chain. For example, as early as 2020, SPS Jeans reached cooperation with Guangdong Qianjin Denim Co., Ltd., which is one of the earliest enterprises engaged in denim production in China. It has a deep foundation in the field of fabric development. As a supplier of international brands LEVI'S, G-STAR, etc., it has independently developed thousands of medium and high-end denim fabric products.

As we all know, the domestic denim clothing production areas are mainly concentrated in the Pearl River Delta, the Yangtze River Delta, Shandong Peninsula and other places. The enterprises in these industrial clusters cooperate with each other and share resources, forming a strong industrial agglomeration effect. As far as the production process of jeans is concerned, all links from raw material supply, fabric research and development, to design and production, and finished product sales can be effectively promoted in China, effectively improving production efficiency and product quality.

The production of products is only the first step, and the realization of sales requires a "breathtaking leap". Before starting her business, Miss Meiqu served as the vice president of Xiaohongshu's operation and was one of Xiaohongshu's four start-up teams. She knew that "respect for user needs" was the core password for brand breakthrough. In the face of the long-standing problem of quality control in the clothing industry: the quality gap between sample clothes and ready to wear clothes, the lack of batch stability and other industry pain points, Miss Meiqu has established a two-way verification mechanism of "demand production": she will read community user notes and product reviews every day, and each large product will try on in person, so as to directly introduce consumer physical feedback into the production process, Realize the pre positioning of quality control standards.

In terms of sales channels, SPS cowboys adopt the online first strategy. By publishing product introductions, clothing strategies and other content on Tmall, Little Red Book and other platforms, and working with KOL and bloggers to carry out live delivery, SPS jeans presented the product characteristics and advantages to consumers very intuitively and vividly, quickly opened brand awareness and improved product sales.

Figure: Users' feedback on SPS denim on Little Red Book platform

Supported by the textile and clothing industry chain, social media, e-commerce logistics and other comprehensive factors, The category of jeans clothing on SPS denim online platform continues to break through, and continues to lead in the creation of popular models and product innovation: such as building a "content data product" closed-loop on the social media side: through platforms such as Little Red Book, more than thousands of users' wear notes have been precipitated, and the core demands of users such as comfort without binding, thin and straight legs have been extracted, which has driven the birth of popular jeans in the reverse direction, It has also attracted many peers to follow suit.

According to the analysis of insiders, with the success of SPS jeans among female users, how to expand to men in the consumer population, how to change from basic jeans to more designed jeans in the product line, and how to achieve online and offline linkage in the channel, How to continuously accumulate brand assets... These are all topics that need to be considered and broken for the company to further strengthen and expand in the future. However, as China's textile and clothing industry chain, e-commerce logistics and other infrastructure move towards high-quality development, it is believed that more "SPS cowboys" will emerge at the historic moment.