The Chinese down clothing specialist presented its new Vertex collection for the first time in Europe at ISPO Munich. It was developed in collaboration with tech wear designer Errolson Hugh from Acronym.
Until now, the Chinese apparel brand Bosideng has remained something of a well-kept secret in Europe. While the company is already a leading name for functional and fashion-forward down apparel in its home market of China, in Europe the brand is currently available only through a curated selection of retailers. In 2022, Bosideng also opened its first flagship store in London, offering European consumers a refined, three-floor presentation of the brand’s portfolio.
Bosideng is now taking the next step by developing its premium collection Vertex in collaboration with Errolson Hugh, one of the most influential and respected designers in the global techwear scene. As the creative force behind the design agency and cult label Acronym, Hugh has shaped modern performance fashion through his work with brands such as Nike ACG, Arc’teryx and Stone Island.
Launched in China in 2024, Vertex now enters the European market with its debut at the Highsnobiety 520M exhibition space at ISPO Munich. To learn more about the vision behind Vertex, we’ve spoken with Yuandan Feng, Executive Director of Bosideng’s innovation and research team, about the collection’s development, its strategic positioning and the key differences between the European and Chinese markets.
SGI Europe: Ms. Feng, Bosideng is presenting the Vertex collection in Europe for the first time. What is the idea behind Vertex?
Yuandan Feng: Vertex is our response to a trend we have been observing for some time: the boundaries between urban lifestyle and technical outdoor performance are becoming increasingly blurred. Today’s consumers expect functional clothing that adapts flexibly to changing temperature and usage scenarios – whether on the way to the office, while commuting or traveling, or during spontaneous outdoor activities.
These functional requirements are important not only in alpine regions or for professional mountaineers. Even in urban environments, we experience significant temperature differences every day, both between indoor and outdoor areas and within a single day. By selecting highly functional materials and innovative designs, we’ve aimed to create a collection that addresses comfort-oriented needs while also making a fashion statement.
Vertex is therefore a deliberately balanced concept: high quality, contemporary, adaptable, realistic. It’s about equilibrium functionality, implemented in a modern, urban design.
Bosideng’s collaboration with Errolson Hugh combines function and aesthetics
How did the collaboration with Errolson Hugh, who was responsible for the design, come about?
We are seeing a growing demand worldwide for clothing that combines technical performance with modern style. As a leading down expert, we therefore wanted to work with a designer for Vertex who has mastered this combination at the highest level.
Errolson Hugh is one of the most internationally renowned designers in the field of functional outerwear. His ability to combine technology, function and aesthetics fits perfectly with the DNA of Vertex. At the same time, it was exciting for him to work with a company that has in-depth material and manufacturing expertise and leading technologies for down processing.
How big is the collection?
Vertex is launching as a curated high-end capsule collection with around ten to 15 styles for men and women, complemented by selected unisex products, whose importance in the market continues to grow. The focus is clearly on jackets, which is our core competence. They are complemented by pants and other items to offer functional complete looks.
Vertex is Bosideng’s high-end line
How is the collection positioned?
Vertex is our high-end line. Here, we use only the best available materials, technologies and processing techniques.
We therefore position Vertex above the Bosideng main collection and see the collection in the mid to upper price segment. Our goal is to use top-level materials and technologies to create a truly first-class product that combines functional performance with urban aesthetics.
You are presenting Vertex in Europe for the first time. Why specifically at the Highsnobiety 520M area at ISPO Munich?
Vertex is in our second year on the market in China, and we take our presentation on the EU market very seriously. It was important to us to present ourselves as an innovative leading brand and to find the right environment for this. 520M probably showcases the most innovative brands and products in the world right now, so we wanted to be there.
How do the Chinese and European outdoor markets differ?
There are things where the markets differ, but there are also many similarities. I think where the markets are similar is in the target group. In the outdoor segment, there is always the performance-oriented target group that wants to go mountaineering professionally and is looking for the best equipment to do so. This is just as true in China as it is in Europe. But there is also a growing number of people who don’t have mountains on their doorstep and still want technical clothing. They appreciate the functionality of the clothing, especially because of its comfort and suitability for everyday use. The lightweight, soft, stretchy, breathable and in some cases waterproof fabrics are simply comfortable to wear and versatile for use in the city or in nature. At the same time, they want to look good and fit in with the urban environment. This second area is growing strongly globally.
China’s outdoor market has seen steep growth
And where do you see the biggest differences?
Europe has a long outdoor tradition. The Alps are close by, the brand landscape is mature, and consumers are correspondingly experienced.
In China, on the other hand, the technical and functional clothing market has only been on a steep growth path for a few years, which is why urban design plays an important role. From the outset, functional clothing in China has also been a lifestyle element, not just a sports product. That is a crucial difference. Bosideng itself also positions itself in China as a lifestyle brand rather than an outdoor brand.
Many regions in China are extremely cold, so functional down clothing is part of everyday life. At the same time, we have been working with leading technologies in down processing for decades – for both lifestyle and performance segments.
What are your goals with Vertex?
Our plan is to scale Vertex both nationally and internationally – in wholesale, in the DTC sector and, looking ahead, through our own stores. Expanding customer touchpoints is a key strategic focus for us.
Where and when do you want to open Vertex stores?
We opened two Vertex stores in China this year.
What kind of retailers are you looking for?
We are looking for premium fashion and outdoor retailers. We are also interested in those who can authentically represent both segments.
