Knitting together a legacy of wool

He launched a new product line called Carvides, which he has been promoting on social media platforms like Xiaohongshu and Douyin. He provides daily updates with images, short videos and articles about products and production lines to drive new growth of their clothing company.

Similarly, another entrepreneur, Xia Wentian, returned to Tongxiang after graduating with a degree in finance and accounting from the United States to assist her parents in building the sweater brand, Sendeao.

"I grew up playing among piles of sweaters and am familiar with every production process. Every worker in the company's workshop feels like family to me," the 32-year-old says, explaining why she joined her parents' company.

"As I grew older, I naturally felt a sense of responsibility. With so many employees and their families relying on this company for their livelihoods, I hope to make it a centennial enterprise."

Although she's not particularly interested in business management, she has strived to find a balance between responsibility and her own interests.

So, in 2018, she began creating a concept store named Vars Vigo, which integrates various business formats, such as a clothing store, cafe, flower shop, bookstore and themed salon.

"The store would regularly host clothing pairing classes, floral art classes, yoga classes and other activities. I aim to gather a community in this store where all members share a similar passion for beauty," she says.

"I hope to create a brand that provides everyone with a sense of beauty and experience, influencing people's lifestyles. I am very interested in this."

The Puyuan Fashion Week showcases four designer brand debuts and six local brands, including Sendeao, displayed through musical street shows.

Yao Jie, CEO of Puyuan Fashion Resort, says the picturesque ancient town's setting and rich cultural atmosphere often elevate the allure of clothing and accessories. The immersive exhibitions, coupled with the tourist influx, offer local brands greater exposure to a broader audience.

Qian Meihe, 34, founder of the young fashion brand Xian Bo, which specializes in cashmere coats, agrees.

"I'm loving the blend of old-world charm and modern flair at Puyuan Fashion Resort. Catching shows in this ambience sparks fresh inspiration. The chance to chat with topnotch designers like Vera Wang and Jimmy Choo here has been incredibly enriching," she says.

Qian's parents were also businesspeople who started their own men's clothing business from scratch in the town. Initially, they did not want Qian to follow in their footsteps.