Romon brings its XLMS brand to 2010CHIC for the first time

On March 28, 2010, the China International Clothing & Accessories Expo (CHIC) kicked off at the Beijing New International Exhibition Center. Lomond Group, a well-known name in men’s fashion, made its debut at the event with its trendy casual brand, XLMS (Xingmei Lion), showcasing the unique charm of its "Curse" cultural identity. The XLMS booth spanned a total of 160 square meters, with equal space dedicated to clothing displays and business negotiations. Over 80 square meters were used to present more than 100 sets of upcoming seasonal collections. From the very beginning, XLMS has embraced two core themes: “Following Elegance” and “Non-motion Conjecture.” This was their first time participating in CHIC, and they successfully blended elegance, style, and sportiness to create a strong brand impression. The exhibition design emphasized the concept of “diagonal fun.” A five-meter-wide concrete wall was cut diagonally, creating a triangular shape that challenged traditional architectural norms of straight lines and verticality. This approach blurred the boundaries between openness and closure, highlighting the dynamic interplay between lines, surfaces, and three-dimensional space. The layout of the booth was divided into three distinct areas: snooker, equestrian, and otaku. The first two represented traditional gentlemanly activities, while the third reflected a growing trend among young people—a lifestyle centered around personal expression and creativity. As one observer noted, “It's not just about fashion; it's about a way of life.” Inside the booth, the atmosphere was relaxed and youthful. Black velvet helmets, red and gray mismatched shirts, stylish breeches, and riding boots evoked a sense of nostalgia for the golden age of British aristocracy. Snooker cues and other vintage items brought back memories of legendary players like Joe Davis and Steve Davis, while the mix-and-match style of the youth reminded visitors of the energetic and tech-savvy culture of the internet era. XLMS, founded in the UK in 1966, has always followed an independent and individualistic fashion path. It incorporates elements of Japanese and Korean aesthetics, emphasizing bold lines and the evolution of sports fashion. The brand aims to bring the essence of British gentlemanly elegance into modern trends. In 2009, Lomond Group, a leading Chinese garment company, signed an exclusive agency agreement with the UK-based XLMS brand, investing RMB 100 million to establish Ningbo Xirimei Fashion Co., Ltd. This move integrated product development, production, branding, and marketing into a unified operation, focusing on expanding XLMS in the Chinese market. By December 2009, the brand opened its first flagship store in Ningbo Tianyi Square, and by now, there are 10 stores across Zhejiang Province. As a new player in the Chinese market, XLMS is eager to use platforms like CHIC to increase brand visibility and attract industry professionals. Their goal is to expand to 100 stores nationwide within the first year.

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