This giant was asleep, but not anymore. Fashion is already a major thing in Chinese and Shanghainese culture due to the trade liberalization and the evolution of a very conservative country.
How sportswear has become a major thing in the fashion industry has taken a long road that, today, when all has been settled, doesn’t seem to have been such a big deal.
Everything you see today is a product of the past. We make a journey from the street and the catwalk of the new era towards a paradigm initiated in the clubs of the early 90’s.
Shoop, the hackers of fashion in the post-internet era. The format of the brand is contemporary and unisex, with enigmatic and futuristic pretensions. Meet the actual gang of adult players.