The streetwear brand 9090 has entered the Chinese market through a partnership with Yutori Group and BranDNA, launching its pop-up store in Shanghai.
The label is known for blending retro 1990s youth culture with modern streetwear aesthetics.
James Chen, CEO of BranDNA, said Gen Z demand drove the company to introduce the Japanese brand to the country. “Young consumers in China are looking for personalisation, cultural depth and affordable trend fashion,” said Chen. “The rebellious spirit of the 1990s resonates with this generation and we believe 9090 can set new trends in the market.”
Yutori and BranDNA plan to expand 9090’s footprint in the country through additional pop-ups, retail partnerships and collaborations to make the brand more accessible to local consumers.
BranDNA has brought more than 40 global names into China, including 7 For All Mankind, BCBG Maxazria, Ben Sherman, Hydrogen, Body Glove, Dakine, Porsche Design, Bric’s and Borghese.
