Celebrating Chinese streetwear culture with Shenzhen-based streetwear brand ROARINGWILD

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Shenzhen-based brand ROARINGWILD understands what makes a piece of clothing “streetwear” is more than its aesthetics alone – it’s the attitude and spirit behind the garment that truly makes it streetwear. And for the last seven years, ROARINGWILD has worked tirelessly to advance their vision of creating a streetwear brand that not only represents their ideals but can also inspire an attitude shift in the Chinese youth. The ROARINGWILD name itself is a message, telling the youth to no longer stay complacent; it’s a rallying call, emboldening people to live loudly and chase after their dreams fearlessly. The concept of streetwear as a lifestyle is embedded in ROARINGWILD’s very DNA, and the latest manifestation of the brand’s vision comes in the form of ROARINGWILD’s first brick-and-mortar store in Shenzhen, recently unveiled on October 28th. For the six co-founders behind ROARINGWILD, this physical location is meant to be more than simply a clothing store – it’s the physical embodiment of a yearning to introduce a lifestyle that they know and love to more young people in Shenzhen.

来自深圳的时装品牌ROARINGWILD相信，街头时尚不仅仅是一种美学风格，服装背后所蕴含的态度和精神，才是街头时尚的真正意义所在。过去的七年里，ROARINGWILD通过不懈的努力，创造一个不仅代表了他们自己的理想，同时能够激发中国青年改变态度的街头品牌。ROARINGWILD的品牌名字本身就在传递一个信息：年轻人不应安于现状，“ROARINGWILD”就像是一声号召，鼓励人们张扬地生活，无畏追逐自己的梦想。街头时尚是一种生活方式——这种理念已经深嵌于ROARINGWILD品牌的DNA中。10月28日，品牌在深圳开设的ROARINGWILD实体门店正式开幕，正是对这一理念的最新演绎。对品牌的六位联合创始人来说，这间全新实体门店不只是一间服装店，他们更想以一以真实可触的方式展示出品牌的渴望——向深圳年轻人推广他们熟悉和热爱的生活方式。

Image Courtesy of ROARINGWILD

The recent opening event was an experience quite unlike other conventional store launches. While products from their latest collection were on display and available for purchase, they were never the focal point of the event. The opening felt more like ROARINGWILD’s way of paying respects to the long-standing intersect between art, design, music, and streetwear. Photographers, graffiti artists, musicians, fashion designers, and more were all brought together to celebrate not only a milestone for the brand but to celebrate Chinese streetwear culture as a whole. Flaunting the cyberpunk-inspired techwear jackets and traditional Chinese tunics of ROARINGWILD’s latest collection, attendees put on a master class in Chinese street style and showcased how the Shenzhen-born brand fits alongside pieces from international streetwear powerhouses such as CAVEMPT, C2H4, and Gosha Rubchinskiy.

而这次的门店开幕活动也与其它开幕式截然不同。虽然门店内也在展示和出售品牌的最新系列产品，但这一点并不是这次开幕活动的焦点所在。整场开幕式感觉更像是ROARINGWILD在以自己的方式致敬艺术与设计、音乐、街头时尚之间的融合。摄影师、涂鸦艺术家、音乐家、时装设计师汇聚在一起，一起来庆祝这一代表品牌全新里程碑的活动，同时也在庆祝中国的街头文化。身穿ROARINGWILD最新系列中的机能（Techwear）美学夹克和中式长袍嘉宾们云集荟萃，上演了一场令人瞩目的中国街头时尚秀，展示出这个来自深圳的本土品牌与CAVEMPT、C2H4、Gosha Rubchinskiy等国际街头时尚品牌竞相媲美的实力。

At the event, Shenzhen’s streetwear community demonstrated a sense of inclusiveness and welcoming spirit that was a refreshing departure from the better-than-thou attitude adopted by similar scenes in other cities. People of different backgrounds, different ages, and different professions all mingled together, united by a shared passion for streetwear. “Shenzhen is definitely a very inclusive city,” says BG, the creative director and head designer of ROARINGWILD. “It’s because the city is younger and the youth here are open to new things. Even when people are doing different things from one another, they’re all interested in what their peers are up to. That’s probably what has forged this sense of community. It feels like something that’s exclusive to this city.”

在这次活动上，深圳的街头时尚社区所表现出的包容和开放的精神，不同于其它城市街头时尚圈子那种高高在上的态度，令人耳目一新。不同背景、不同年龄、不同职业的人们，因为彼此对街头时尚的热情而汇聚一堂。ROARINGWILD创意总监兼首席设计师饼干（BG）说：“深圳的确是包容度很大的城市，可能因为城市比较年轻，年轻人更乐于接受新事物。即使彼此做不同的事情，互相之间都比较感兴趣，从而促进了圈子里紧密的交流。我觉得这是深圳年轻人的一个特点。”

While the new store marks a brand new chapter for ROARINGWILD, BG is well aware that there will be more challenges on the road ahead. However, having started the brand from scratch back in 2010, overcoming unforeseen obstacles is nothing new. Sharing parallels with the DIY ethics and figure-it-out-as-you-go style of many of today’s most successful streetwear brands, ROARINGWILD has gotten to where it is today by swimming against the current, learning from its mistakes, and proving all the naysayers wrong “In life, people might tell you that you can’t do things this way or that way, but you’ll often end up doing it anyway,” says BG, shrugging. “A lot of what we’ve done up to this point defies the traditional methods or ways of thinking. We want to pass this attitude on to today’s young people. It’s not just about selling products – it’s about expressing ourselves.”

虽然新门店的开幕对 ROARINGWILD 来说又是一个新篇章，但六位共同创始人都知道，未来的道路上会有更多的挑战。不过，自从他们在2010年开始一手创立品牌，克服困难障碍对他们来说已经是家常便饭。和如今许多成功的街头品牌那种DIY和“兵来将挡，水来土掩”的精神一样，ROARINGWILD逆流而行，从错误中不断学习，证明给所有曾经不看好他们的人看。饼干说：“在生活中，可能有很多人会跟你说这样做这件事情不行，但你最终还是会千方百计把它给做了。我们就做过很多打破传统、跳出思维方式的事情，所以也想把这样的态度传达给现在的年轻人。这不仅仅只是卖产品，更重要的是通过产品去传输一种表达自我的理念。”