Levi's

Brand name: Levis

Country of creation: United States

Date of creation: 1853

The origin of Levis

In 1850, miners were digging for gold wealth in California mines, but they could not buy a pair of trousers that were strong enough to withstand the nature of their work. It wasn't until the young Levi Strauss came to San Francisco to sell fabrics (including canvas for tents) that the situation changed. Strauss used canvas trousers to save the knees of many miners from being bruised. Therefore, the miners called those pants Levi's.

In 1873, a young man named Jacob Davis suggested to Mr. Strauss. Driving copper rivets into the corners of Levi's pockets can improve the pocket's fastness and appearance. As a result, they agreed to share the first patent in Levi's improvement process.

In 1886, as the durability of Levi's jeans was already well-known, Levi began to add the now-famous "two horses" logo on the back of his Levi's jeans. Around the same time, the back pockets of Levi's jeans were also improved with double arc seams. All Levi's jeans today still use this special stitching method. The double arc seam method is also the oldest clothing trademark today.

The 1906 San Francisco earthquake destroyed Levi's factory and offices. But within five months, a Valencia factory was built to replace it. The factory proved to be as durable as the jeans it produced. To this day, the Valencia field is still standing and still producing 501 jeans.

In 1930, in order to make up for the losses caused by the economic depression, ranch owners in the western United States converted their ranches into resort hotels for the leisure and vacation of wealthy people in the east. Ranch guests from the city ride horses here and are fed and dressed like real cowboys. After their vacation, they returned home to the East with their new clothes in the West. That was the first time Levi's jeans crossed east of the Mississippi River.

World War II The manufacturing of Levi's jeans was declared an essential industry. Only people directly connected to the war can buy these jeans. However, the hyperbolic arc seam design was considered a waste of thread and had to be discontinued. So the curved sutures were drawn instead. As a result, many customers believed that the patch pocket sewing method was a counterfeit and refused to buy it. Indian customers in Arizona lost the most. No matter how I explained it to them at the time, I couldn't change their minds. Levi's later launched Lighter Blues, which became popular immediately after its launch. This style brings Levi's into the realm of casual wear, more than twenty years ahead of the current popularity of faded denim jeans.

Levi's expanded rapidly in the 1960s. Levi's launched wheat colored jeans in 1960, which were called "White Levi's" by the teenagers who led the popularity of the jeans. The real shift in people's taste in clothing began in the late 1960s. At that time, young people became an emerging force in every aspect of American culture. Levi's has also become a symbol of youth.

1970's THE ‘Peace and Love’ Almost every teenager has a pair of well-worn 501 jeans. And use oil paint to draw various creations on it to decorate it. The trend was so popular that a painted jeans competition was held and received 10,000 entries. The winner's work is currently on display at folk art galleries across the United States. Several original 501 jeans became part of the permanent collection of the Smithsonian Museum in Washington, D.C., and were displayed in the "1876 Contennial Exhibit" held in 1976.

In 1971, Levi's went public. After acquiring Perry Ellis, Oxford Suits and women's clothing manufacturer Koret, Levi's quickly fell into the trap of trying to satisfy everyone's needs. Levi's non-denim business proved to be a big mistake, but fortunately its denim business continued to grow. At its peak, in 1981, Levi's jeans sold 502 million pairs in the U.S. market. Apparently, not only cowboys and young men, but many other people are wearing these pants.

Considering Levi's business and family tradition, the descendants of Levi Strauss, the Haas family (Haas) began to play an increasingly active role in running the company, and they took the company privately. ized and sold all of its non-denim businesses, Levy refocused on its jeans business. To emphasize this point, in 1987, Levi launched the Dockers product line that would become popular in the future. But by the 1990s, blue jeans, used as a uniform by the generation of rebels and denim worshippers, began to fade from the forefront of fashion. In 1989, Levi's sales in the United States fell from the original high of 502 million to 387 million. Many new competitors have also carved their way into the market. Suddenly, Levy's red logo was crumbling under the onslaught of competitors. In 1990, Levi's accounted for 48.2% of the market in the jeans category. By 1998, Levi's dropped to 25.0%, and Levi's leadership position disappeared.

When Robert Haas took charge of Levi's in 1996, he put one of the world's most successful brands under the control of four people: himself, an uncle and two cousins. The Harvard MBA, who worked for the Peace Corps and McKinsey before joining Levy, brought enlightened management methods to Levy, an old-fashioned clothing manufacturer, and won praise from the media. The company also began to gradually reposition its mission: Levy would transform from a responsible and successful company to "the authority in casual wear."

Levi has developed a "think globally, act locally" strategy to become a global American apparel manufacturer. In most foreign markets, Levi's Company boldly promotes its profound American culture. The vast majority of European and Asian consumers consider Levi's jeans to be synonymous with particularly fashionable styles. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's.

By building a solid foundation with jeans at its core, coupled with carefully designed product and market development programs, Levi Strauss & Co. has found a way to increase profits amid the decline in the domestic jeans market

Levi Strauss & Co. has not only occupied a place in American history, but has also become the largest apparel company in the world.

Historical Process

In more than 150 years of history, Levi's, which emphasizes originality, has made multiple monumental creations that have established its supreme position in the denim industry.

1847: Levi Strauss, the 18-year-old founder of Levi's, immigrated to the United States from Germany

1853: Levi Strauss established Levi Strauss&CO in San Francisco and made the first pair of jeans from canvas< /p>

1855: Levi Strauss replaced the earliest canvas with denim with blue warp and white weft imported from France.

1873: Levi's registered the first pair of trousers with rivets to fix the pocket seams. From then on, the word "jeans" was used to refer to trousers made of twill.

1890: Levi Strauss&CO coded jeans for the first time, and the world-famous 501 was Levi's first jeans model.

1905: S506XX started production (officially LOT S506XX in 1917) and also produced cheap jacket 213

1928: S506XX and 213 had lids on the pockets

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1936: Products with RED TAB began to be produced

1941: S506XX, the cover was removed again, but there was still RED TAB, 213 was discontinued (representing the cloth label and black concentric hollow button Discontinued)

1944: S506XX used laurel pattern buttons during World War II

1947: S506XX discontinued, producing 506XX and covering the pocket again, producing 519XX (blanket lining)

1952: 506XX and 519XX were discontinued, and the second generation 507XX and 517XX (with blanket lining) began to be produced, and the word R appeared on the TAB

1954: Leather labels were discontinued, Started using paper labels

1962: 507XX, 517XX were discontinued, the third generation jackets 557XX and 559XX (with blanket lining) began to be produced

1966: 557XX, 559XX were discontinued, 557 and 559 started production, and the words EVERY GARMENT GUARANTEED at the bottom of the paper label were removed

1967: Production 557 70505

1968: Production 70505 0217

In 1969, the large label was replaced by a small label, and began to become a small one

1974: Levi's launched a series of washed jeans.

1978: Although many jeans brands from different designers have been put on the market, Levi's sales still exceed 2 billion US dollars.

1980: Jeans sales achieved unprecedented success, reaching the 502,000,000 mark.

1984: levi's became the representative clothing of the U.S. Olympic team and launched a large-scale promotion for levi's501blues.

1986: Levi's Jeans begins producing pre-pierced jeans.

1995: The website www.levi.com was officially launched.

1996: LVC was officially launched on the market. This is a replica series based on levi's classic models.

1999: The REDTM series was born, once again innovating jeans in the 21st century.

2000: Levi's three-dimensional jeans series levi's Engineered jeans are launched.

2001: Levi's entered mainland China and opened its first store in Shanghai.

2003: The 150th anniversary of Levi's and the 130th anniversary of the birth of jeans. In the same year, the type1tm series was born.

Levi's jeans

To trace the origin and history of jeans, a representative figure must be mentioned. He is the father of American jeans-LEVI STRAUSS: American LEVI'S STRAUSS AND CO The founder of ., a pioneer in the history of American cowboy culture.

LEVI STRAUSS was originally from Germany and made his fortune in San Francisco, USA in 1847. At that time, he was selling canvas to make a living. Later, he discovered that the local miners were in great need of tough pants, so he made a batch of pants from the brown canvas used to make tents and sold them to the local miners. Then it was very successful. Seeing the ideal results, LEVI'S STRAUSS AND CO. was quickly established, focusing on the production of jeans, and the myth of LEVI'S began.

The success of the LEVI'S kingdom can be considered to have started with LEVI'S 501. The birth of 501 was when LEVI STRAUSS and another group of people, JACOB DAVIS, introduced the "bump nails" used in the button jeans they produced in 1873. Registered patent. The 501 at that time had a very fitting effect after being shrunk, which was very popular with the workers at that time. Therefore, some people believe that LEVI'S jeans are a product that helped build the American dream in the early years.

In the 1930s, jeans played the role of work clothes, but they tended to be casual wear, but still focused on practical design. In the 1960s, the LEVI'S kingdom greatly expanded its business in Europe, and then swept the entire continent, with its business volume and reputation soaring.

Jeans culture developed into a global collective trend in the 1970s. There is a breakthrough evolution in style changes. The traditional straight-leg style has been transformed into wide-angle pants and bell-bottom pants. It evolved from bell-bottom pants to carrot pants in the 1980s. The changes in the appearance of jeans can be said to have gone to extremes in the 1970s and 1980s. During this period, LEVI'S has been following trends in style evolution. In the late 1980s, jeans evolved from the previous emphasis on fit and close-fitting to the pursuit of straight-cut jeans with the original taste of jeans. Together with this trend, LEVI'S 501 set off another jeans trend, and the 1990s were also affected by this trend. . In addition to the return of 501, LEVI'S's modern series also has three major branches, each distinguished by trademark flags of different colors. "Red Flag" is designed to oppose over-fitting "original" fashion (501 is also included); "Silver Flag" promotes "modern basic" styles: paying special attention to high quality and washing processes and production effects; "Orange Flag" In addition to basic styles, "Qi" also develops other fashionable styles. It is a series of products with materials that closely follow the trend.

In the 1990s, LEVI'S's promotional techniques have become even more innovative. Product sales have reached a higher level of development. The myth of LEVI'S has spanned more than a century and a half since 1847. It is indeed a miracle of cowboys and American culture, and I believe this myth will still be passed down.

Features of Levi's jeans

1: The back pockets of traditional Levi's jeans are swallow-shaped lines.

2: There are two Levis on the side flags of the back pocket, one positive and one negative, and the e is lowercase (some early ones were uppercase).

3: Copper nails in pockets, etc. should have the L.S&C.O logo.

4: For the zipper version, there should be Levi's on the zipper.

5: For the button version, the buttons and large buttons should have the word LEVIS on them.

6: There must be no less water mark on the inside of the pants. Some in China say Madeinusa, but this does not mean that the pants are made in the United States. If

someone sells them in batches If it is said to be an American product, then there is a problem.

7: There should also be L.S&C.O on the back of the copper binding on pockets and other places, which is the side inside the pants.

8: Generally, the edges of the side flags sold domestically are round, but those that are really exported or made in the United States have some processing on the side flags

, was crushed flat.

9: Generally speaking, it is impossible for all Levi’s products to be produced by one factory, which means that Levi’s processing factories in mainland China cannot

produce pants, shirts, and tops. It also produces down jackets. There is an occasional red down jacket that originated in Vietnam, and many Levi's products on the market now come from there.

Attention models

501, 517, 505, 518, 519, 542, 593, etc.

Levi’s logo

Studs

The corners of Levi’s pants pockets are simply decorated with metal studs, breaking the traditional style and making jeans more popular. Levi’s Type

The studs of Levi’s Type 1TM jeans are particularly enlarged and the feeling is stronger.

Red Flag

In 1936, LS & CO. was the first to add a red flag to the rear trouser pocket. It can be said to be the earliest brand badge, making Levi's easier to recognize

< p>, this move also made other jeans brands.

Curved stitching

Starting from the production of the first pair of jeans by LS & CO in 1837, the unique curved double lines on the back pockets make the curved stitching the longest in the United States.

A clothing mark with a long history. Before there were automatic machines, all curved patterns needed to be embroidered by hand. Levi’s Type 1TM

’s red flag is larger and more eye-catching, and can be seen from a long distance.

LEE

LEE Brand Introduction

Brand Name: Lee

Country of Creation: United States

Date of Creation: 1889

Official homepage:

LEE is one of the three classics of American cowboy culture. LEE has come a long way in establishing American cowboy culture. Through different stages of development, LEE has always maintained a posture that is both practical and fashionable. During the evolution of jeans from practicality to fashion, LEE plays an important role. Company founder H.D. LEE was originally a manufacturer of work clothes. In this century, he mainly supplied daily work clothes to farmers and workers in the Midwest and West of the United States. Some classics from that time are still popular today, such as the "BIB'N'BRACE" overalls with suspenders and the "UNION ALL" long-sleeved overalls that became the uniform of the US military in World War I. It was a pioneering work in 1910 that the company's products could become a national image.

Lee's other revolutionary initiative occurred in 1926, when LEE's first zipper jeans were born, which was the world's first zipper jeans. At this time, LEE's promotional slogan is "TAILORED SIZES", which is innovative and unique. After World War II, with the success of its Wild West jeans image, LEE spread to East Coast cities and spread across the country. The western image has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous LEE leather brand appeared. With the success of LEE RIDER in the market, LEE has become a registered classic product.

In 1975, in addition to the Western image, LEE injected a new marketing plan: the first plan to develop women's jeans. The launch of a series called "FIT FOR GIRLS" opened up a new side of the women's clothing market. Since 1986, LEE has developed different customer types in the entire denim industry market:

LEE BASIC-Five A series of jeans with classic styles and cuts of different fashion trends, as well as different styles such as casual pants and chinos (CHINOS)

ROUGH RIDER - traditional style, but with high quality and trendy cuts. The packaging method is a symbol of LEE's product guarantee and market position as an expert in jeans manufacturers.

LEE GIRLS - a women's clothing series tailored to fit the female figure, with a new and contemporary design.

< p>Today, LEE's long history has made it a mainstream brand of American jeans. Its products still maintain a certain level and value from both a traditional and avant-garde perspective, and have become the code name for jeans that are both classic and fashionable. .

The corporate brand ranked 462nd in the 2006 "Top 500 World Brands" compiled by the World Brand Lab.

LEE jeans have a history of more than a hundred years since their birth. With its original and classic design, LEE jeans have become a classic and authoritative brand in the jeans world, and are known as one of the three major jeans brands in the world for their simplicity. The pure style has attracted the attention of fashion-conscious men around the world, and represents the European fashion trend of men's clothing brands.

LEE's autumn and winter fashion conference broke the traditional format of models walking on the T-stage to show the latest clothing to guests. By showing the "backstage" and matching it with special scenes, the media and fashion matching experts present will choose from many autumn and winter clothes. Beijing BED TAPAS & BAR, the creative team of VF Group unexpectedly chose this young man The well-known place is located in the old Drum Tower area of ??old Beijing. The layout of the site, ancient courtyards, old wooden beams, deck chairs, and ancient beds all tell the world about the long history here and the traditional culture of the ancient capital. Together with LEE & Wrangler The cultural heritage they inherit echoes each other, and the combination is just right.

The unique U-shaped crotch is more comfortable.

CONVERSE

Converse, founded in 1908, has created a global canvas shoe kingdom, ranking first in the world in terms of sales and styles. In the Chinese market, five series are currently on the market: ALL STAR CHUCK TAYLOR (all-star classic canvas shoes), JACK PURCELL (open smile), PRO STAR (star arrow), ONE STAR (Kimura series), and STAR 70 (parallel bars clip star) , with more than 50 styles and colors, allowing young people who are unwilling to be dull to play with colors in a high-profile way and go out in high spirits.

Types of Converse

1. ALL STAR CHUCK TAYLOR

In 1917, the world's first pair of ALL STAR canvas shoes was born in the American CONVERSE company. The American professional basketball superstar CHUCK TAYLOR (Chuck Taylor), who was known as the "basketball ambassador" at the beginning of the century, couldn't put it down for this new canvas shoe. He firmly believed that ALL STAR shoes would allow basketball players to gallop on the court and play to their heart's content. Therefore, no matter where he goes, he always carries a pair of ALL STAR canvas shoes. He enthusiastically recommends ALL STAR canvas shoes to his friends, basketball players and coaches, and personally participates in basketball based on the requirements and personal experience of basketball sports shoes. The improved design of ALL STAR canvas shoes makes it more suitable for basketball. In 1923, CONVERSE decided to use CHUCK TAYLOR's signature as part of the ALL STAR trademark in recognition of his contribution to ALL STAR canvas shoes. ALL STAR CHUCK TAYLOR canvas shoes were born. More than half a century has passed, and the All-Star classic canvas shoes have become synonymous with canvas shoes that are well-known around the world. It has created the world's only record of selling 600 million pairs of a single shoe type. Like McDonald's, Coca-Cola, Ford Motors, and Levi's jeans, it has become an emblem of the traditional American cultural spirit. The original design of ALL STAR uses canvas as the material, which is not only wear-resistant, but also can be washed by a washing machine, which is environmentally friendly and pollution-free. At that time, ALL STAR only had one color - white. In 1966, ALL STAR launched a color series, breaking the long-term single color policy. With the continuous advancement of technology, more materials such as leather and rubber are gradually used as raw materials for shoemaking. In the 1970s, influenced by the hippie trend, fashion began to move closer to a natural and primitive feeling. ALL STAR seemed very retro at the time. It was very convenient to wear and match. You could wear it freely wherever you went, making your life simple. In 1996, ALL STAR launched ALL STAR 2000. The original canvas material of the upper was changed to leather, completing a striking change in the history of ALL STAR. Based on the original ALL STAR, the oldest sneakers are given the most dazzling appearance.

2. JACK PURCELL

As one of CONVERSE's classic canvas shoes, it is named "Open Smile" because of its special SMILE curved design on the toe. JACK PURCELL comes from the world champion active in Canadian badminton in the 20th century. Sports such as badminton, tennis and squash require durable and suitable sports shoes that are suitable for them. JACK PURCELL conducts its own research and improvement on sports shoes and participates in the development and planning. In order to commemorate its contribution, this kind of sports shoes is named after JACK PURCELL. Later, JACK PURCELL provided special sports shoes for the most advanced sports games, thus winning the welcome of professional players in all previous DEBIS Cup games in the United States. JACK PURCELL's superior craftsmanship and unique styling are also favored by Hollywood's elite. Hollywood legendary movie stars JAMES DEAN, DUSTIN HOFFMAN, and GEORGE HARRISON of the BEATLES band are all fans of JACK PURCELL. Dustin Hoffman wore JACK PURCELL in the film "The Graduate". As time goes by, JACK PURCELL's unique charm remains unchanged.

In 2000, JACK PURCELL landed in mainland China. Black, white, pink, khaki, coffee, sapphire blue, navy blue, apple green and other colorful colors are on the scene. The wear-resistant and flexible canvas upper, unique appearance design and the consistent tradition of paying attention to details show that the classic family will last forever. of elegance.

3.PRO STAR

The characteristic of this series is that there are stars and arrows on both sides of the upper. There is no LOGO at the bottom of the heel, but there is one at the highest point of the heel. Stars are the same as CONVERSE in English. PRO STAR's unique "Star Arrow" logo has been used since CONVERSE was founded. The "Star Arrow" logo has accompanied Dr. J (JULIUS ERVING), "Magic" Johnson (EARVIN JOHNSON), and "LARGY BIRD" in creating popular basketball myths in the NBA. Now, the "Star Arrow" logo is no longer limited to sneakers. PRO STAR's simple and unique logo and simple color scheme evoke beautiful memories of the innocent era and give a new interpretation of the retro trend. In Japan and South Korea, PRO STAR has become the best-selling shoe after JACK PURCELL.

4.ONE STAR

When Dr. J - Julius L. Erving took off from the free throw line and dunked, a legendary name was immediately engraved on the NBA's "Pantheon". Engraved with Dr. J’s name, there is also a great classic that takes its place – CONVERSE basketball shoes. Just like the "magic shoes" of elves in ancient mythology, Dr. J, "Magic" Johnson, "Big Bird" Bird, "Aunt Larry", "Rebounder King" Rodman and "Postman" Malone all wore CONVERSE Created one popular modern myth after another.

5. STAR 70

This series of designs began in the 1970s. From 2000 to 2003, it was mainly promoted by Kimura's endorsement. In the early days, it was also called one of Kimura's shoes. Its main feature is that there are star buttons on both sides of the upper, and there are two slashes on both sides of the star. In addition to ALL STAR, there are also other small English pictures on the heel.

Converse spokesperson

☆Xu Jinglei, female, actress. In 1999, Xu Jinglei was elected as the most popular actress of the era by Beijing college students with the second-place vote, only 100 votes behind Xu Fan, who was elected first; "New Weekly" said that she "makes people feel very "Comfortable" and one of the "Top Ten Amazing Things in 1998"; became the brand spokesperson of the American sports brand CONVERSE in China. (This is CONVERSE after NBA superstar "The Postman" Karl Malone signed Converse's brand spokesperson in 2000)

☆Japanese dramas have attracted more and more people's love, and the super popular idol Kimura Takuya has become a fashion As a spokesperson, in Japan, South Korea, Taiwan and other places, whatever clothes Kimura wears will become popular. Kimura Takuya's favorite shoe brand is CONVERSE. The shoes on Kimura Takuya's feet in "Life is Beautiful" are the ONE STAR in CONVERSE. Noriko Sakai, the heroine of the Japanese drama "Love at Sunset", also has a soft spot for CONVERSE. CONVERSE is the Hari people’s first choice for fashion. In Japan and South Korea, CONVERSE is the number one brand of sports and casual shoes. CONVERSE SHOP is spread all over the streets of Japan and South Korea, with a wide range of products. Entertainers who go to Japan for filming or sightseeing enjoy buying CONVERSE shoes locally. Mainland youth idol drama actress Xu Jinglei met CONVERSE in Ginza, Tokyo, and later became CONVERSE's spokesperson for mainland China. Jordan Chan, Zhang Ziyi, Lin Xiaopei, and Su Youpeng all love CONVERSE. CONVERSE has created a global canvas shoe kingdom, ranking first in the world in terms of style and sales.

Converse brand history

1908 - Like most brands, the origin of Converse (Converse) is taken from the surname of the founder, Mr. Marquis M. Converse. It was founded by 15 people in the industry Starting from the initial product production in the Massachusetts factory, All Star was born.

1917 - The first pair of Converse All Star shoes came out. With the excellent characteristics of the product itself, after years of continuous testing, it became one of the most famous sports shoes in history.

1917 - A young basketball player named Chuck Taylor joined the Professional Basketball League and chose sneakers made of Converse All Star shoes. Because he constantly recommended Converse All Star to be sold to various college and high school basketball teams, in 1921, Chuck Taylor signed a contract with Converse and became a member of the business representative, launching a page of the legendary cooperation between Converse and Chuck Taylor.

1923 - Chuck Taylor's signature was placed on the ankle of the sneaker, becoming one of the product's features, and All Star became synonymous with basketball shoes.

1936 - Chuck Taylor's signature became part of the Converse trademark, inseparable from Converse, and launched the concept of people wearing sneakers in sports situations.

1936 - Converse All Star shoes became the designated shoes for the U.S. Olympic basketball team.

1941 - During World War II, Converse also joined the production of American military supplies. With Converse's professional technology, it produced a series of special-purpose boots and hoods. , foot protection, etc.

1966 - Converse All Star launched colored basketball shoes for the first time, breaking the single white color strategy of nearly sixty years.

1982 - Converse was launched on the NASDAQ stock market and became a listed company.

1985 - Converse All Star shoes became popular in Japan and created excellent results.

1991 - Converse became the designated game shoe for the NBA.

1996--All Star global sales exceed 700 million pairs.

2008——Converse’s 100th anniversary, the slogan Welcome To The Converse Century was proposed

Converse has a history of 100 years. In 1908, Mr. Converse founded the Converse brand in the United States. The earliest pair of basketball shoes was created by Converse in 1917. ALL STAR, a well-known athlete can be signed at that time. In 1923, Converse became the endorsement of basketball shoes around the world.

At first, Converse mainly developed basketball shoes. In the past, people could not imagine that canvas shoes were the current basketball shoes. Due to the changes of the times, there have been great changes.

In 1936, Converse’s basketball shoes became the designated basketball shoes for the U.S. team. Converse can be said to be a leader in the industry. In 1982, Converse was listed on the NASDAQ in the United States, and the overall stock price was still acceptable. A promotion was made in 1985 and achieved very brilliant results in Japan.

Converse is now the designated shoe of the NBA and has evolved since then. With the development of science and technology, basketball shoes have developed to high technology. The canvas shoes created in the past have become a favorite brand of fashion people.

Consumers can feel from the products that this brand has a classic and fashionable taste. The Converse brand is gradually using its classic and fashionable taste as a kind of self-realization and consumption in its own stage. continuous realization. In recent years, the concept of "BE A STAR" has been launched, which means that everyone is expected to show themselves and realize themselves on their own stage. This is the culture that Converse has achieved over the past hundred years.

The Converse brand has a century-old history in the United States. In the minds of Americans, it is like McDonald's and Coca-Cola. It is a brand that will last for a century.