Huili (“Warrior”) Looks To Go Upmarket After Intensive Rebranding Effort
Home-grown Retro: Huili ("Warrior") sneakers
In 2006, a group of Shanghai-based Frenchmen purchased the rights to the Chinese sneaker brand Feiyue, launching a “revised” version of the classic plimsoll in their home country at a significant markup. In the four years since, the reimagined Feiyue has made its way to shops throughout Europe, the UK and Asia, formed high-profile design partnerships with French street artist Steph.Cop and upscale brand Celine, and been spotted on the feet of celebrities like Orlando Bloom. Now, following the success of Feiyue in overseas markets and among some of Hong Kong and mainland China’s hipper crowds, the domestic Chinese sneaker brand Huili (回力, also sold under the English name “Warrior”) is set to relaunch with a specialized boutique at Hangzhou’s upscale Yintai mall.
From QQ Luxury (translation by Jing Daily team):
Old and new: $2 Chinese "Liberation" shoes (L) and $38 American Liberation shoe by Ospop (R)
Looking at the trend of Chinese brands from the 1970s or before, which previously were widely derided as too “bumpkin” but have gained popularity in China after being discovered by expats or influential tastemakers abroad — the article goes on to reflect on the renaissance of shoe brands like Feiyue, Huili and Liberation (解放鞋).
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