Traditional brands use technology to meet modern demand

In an era of abundant consumer choices, traditional Chinese fashion brands are redefining their market presence by blending heritage with innovation. At the recent Shanghai Fashion Week, two iconic labels — Threegun and EP Yaying — demonstrated how time-honored brands can thrive in the modern marketplace by balancing traditional style with contemporary appeal.

Threegun, a legacy brand founded in 1937 known for its cotton underwear, marked its 88th anniversary with a retro-themed showcase at Shanghai Fashion Week. The brand's theme Past, Present, and Future highlighted its evolution from functional intimates to versatile fashion essentials.

"We recognized a shift in consumer behavior where younger generations seek clothing that offers both inner comfort and outer style," says Chen Jiaorong, general manager of Shanghai Dragon Corporation, the parent company of Threegun.

To meet this demand, the brand leveraged advanced technologies, developing multifunctional materials such as moisture-wicking, antibacterial, and ultra-thin textiles. These innovations allow Threegun's garments to serve a dual purpose — foundational layers or stand-alone outerwear.

Chen acknowledges the challenges of merging tradition with trendiness, particularly in overcoming younger consumers' disinterest in conventional thermal wear and integrating online and offline retail strategies. However, Threegun turned these hurdles into opportunities by collaborating with aerospace research institutes to adapt space-grade fabric technologies for civilian use.

"These materials, designed for astronauts' high-metabolism environments, feature moisture management, antibacterial properties, and thermal regulation, qualities now being integrated into everyday apparel," Chen explains.