Local designers try to get a foothold in the market

At a recent design launch and seminar in Beijing, some of China's top designers of streetwear fashion pointed out that, while being viewed as 'cool' and promoting self-expression are important, they now aim higher than just creating niche brands.

Vans, an extreme sports fashion brand from the United States, invited four Chinese labels to launch jointly-designed new collections, based on its own classic shoe model - the Era.

The four local brands, all with English names - Attempt, Myge, Randomevent and Roaringwild - were recommended to Vans by Yoho, a leading trends and cultural communication platform in China.