eno is one of the first streetwear brands launched in China and for the past 3 years has focused on targeting the rising individualism among China’s youth generation. Founded by two PSFK friends and expat entrepreneurs with extensive China experience, eno has grown to 60 employees, 6 stores, 3 franchises and shelf space in more than 20 department stores across China. CNNMoney recently published a nice article on eno, including interviews with eno employees, customers and industry insiders.
One of the ways eno differentiates itself and stays on top of the newest trends is to crowdsource designs from graphic designers, bands and netizens. Renee Hartmann, co-founder of eno, explains:
Everywhere else, fashion starts from the runway, and you pretty much know what the trend’s going to be a year or two later…here it’s not really clear what’s going to end up working at what time. That’s why we tried to open up the design process as much as possible.
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