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During the upstart, the limited store moved into Sanlitun Village.
Located in the vibrant Sanlitun Village of Beijing, the "Upstart" period is a unique pop-up event that blends Chinese and Finnish design aesthetics. Curated by Shumeng Ye, a Finnish designer with deep ties to China, along with a group of creative friends from around the world—including TheThing, a prominent local Chinese trend brand—the initiative aims to redefine contemporary consumer experiences.
Running from January 5, 2011, to February 5, 2011, the limited-time store offers an exclusive space for fresh ideas and innovative concepts. As Ye explains, "Upstart" serves as both a platform for emerging creativity and a challenge to the traditional retail landscape. "The 'Nouveau' concept focuses on opening minds and redefining what's possible," she says, highlighting the store’s mission to bring something new and thought-provoking to consumers.
During the event, visitors can explore a curated selection of affordable mini-collections, exclusively designed for this pop-up. These items will only be available during the limited period. Additionally, the store will feature the "Slow and Steady Win the Race" collection from New York, emphasizing that quality design should be accessible and meaningful. The lineup also includes Native Fitzsimmons Boots, adding a touch of style and comfort.
Shumeng Ye, who was born in China but raised in Helsinki, has always been fascinated by the intersection of Chinese culture and global design. With a background in graphic design, she has consistently sought to bridge cultural gaps through innovative branding and retail strategies. Her work often explores how consumer behavior can be reshaped through creative storytelling and bold concepts.
One of her most notable projects was the 2008 publication of *Book of Warriors*, created for one of China’s iconic sportswear brands. The book revisited the legacy of a once-popular shoe line that had faded from mainstream fashion but remained a staple among Chinese migrant workers and farmers. By reimagining these products, Ye aimed to elevate their status and challenge Western perceptions of "Made in China." The project was widely recognized, with the book being sold in top European stores like Colette, Patta, and Wood Wood.
Through initiatives like "Upstart," Ye continues to push boundaries, blending cultures, challenging norms, and creating spaces where innovation meets accessibility.