Tokyo Streetwear Label 9090 Breaks Into Chinese Market, Championing 90s Nostalgia For Gen Z Shoppers
Born and bred in Tokyo, the streetwear label 9090 has recently made its debut in the Chinese market. This expansion was facilitated via collaborations with Yutori Group and BranDNA, with the first step being the launch of a pop-up store in Shanghai.
9090 is recognized for its unique fusion of a nostalgic 90s youth culture and contemporary streetwear design. The label’s distinct style is what sets it apart from the competition.
BranDNA’s CEO, James Chen, attributes the introduction of this Japanese brand to the demands of China’s Gen Z consumers. He stated that these young shoppers are on the lookout for individuality, cultural depth, and affordable yet trendy fashion.
Chen explained, “The rebellious spirit embodied by the 1990s deeply resonates with this generation. We believe that 9090 has the potential to set fresh trends in the market.”
To further establish 9090’s presence in China, Yutori and BranDNA have plans to broaden the brand’s reach. These include opening more pop-up stores, forming retail partnerships, and pursuing collaborations, with the end goal being to make this brand more easily accessible to local consumers.
BranDNA has previously successfully introduced over 40 international brands into the Chinese market, comprising top labels like 7 For All Mankind, BCBG Maxazria, Ben Sherman, Hydrogen, Body Glove, Dakine, Porsche Design, Bric’s, and Borghese.
Questions & Answers
What is the 9090 brand known for?
The 9090 brand is renowned for its fusion of nostalgic 90s culture and modern streetwear aesthetics.
Why did BranDNA introduce the 9090 brand to China?
BranDNA CEO James Chen cited the demands of Gen Z consumers for personalized, culturally rich, and affordable trendy fashion as the reason behind the introduction of 9090 to the Chinese market.
How do Yutori and BranDNA plan to expand 9090’s presence in China?
The expansion plans include opening additional pop-up stores, establishing retail partnerships, and initiating collaborations to make the brand more available to local consumers.