Hasta La Creative!

When Chinese brand Bosideng launched its first shop outside China in 2012 with a U.K. menswear boutique, the logo read “Bosideng London.” It seemed the label was downplaying its Chinese heritage instead of announcing it with pride.

As Bosideng takes its upscale men’s lifestyle brand to the U.S., it has put Chinese characters back on the logo. Marty Staff, a former Hugo Boss USA chief executive who is advising Bosideng on its move stateside, sees the Chinese identity as a selling point.

That’s a big shift: Bosideng is betting savvy U.S. consumers are ready to accept a Chinese fashion brand as edgy, of-the-moment and well-crafted.

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