Introduction to Oude Waag

The key to success for Oude Waag is not to show too much right now and to be very careful and selective about the retailers they work with. There is also growing interest from the Middle East, but of course, there are also some challenges. Adapting designs for the more modest consumer without compromising the brand’s design philosophy is a consideration.

Expanding to New Frontiers

Instagram is a further frontier for Oude Waag. Since it’s banned in China, the team encourages the designer to post more on the platform to reach a Western audience, especially when celebrities wear and tag the brand. However, managing social media is another aspect to consider. As a Chinese brand, it is difficult to build a team around them.

Building a Team

Talented designers typically launch their brands in China because there is such a large market for domestic players there, or they stay abroad and work at major labels after studying at schools further away. It’s challenging to scale a label and build a team, especially now that Oude Waag is on Tmall, where brands are recommended to launch new products every month. European labels have plenty of talent available to support brand founders and creative directors, allowing them to scale their business and increase their output.

Goals and Ambitions

The designer would like to exhibit in Paris one day, not only to grow his business but also to introduce the next generation of Chinese designers. Every generation has a mission or a goal, and for the current generation of Chinese designers, the goal is to create brands that are not only commercially successful but also creative and push the boundaries of aesthetics and culture. This generation has the opportunity to change the way other people understand Chinese designers.

Challenges and Opportunities

Doing four seasons a year is quite difficult, and having a strong team behind them would make a significant difference. The Chinese industry still needs to develop, and having more talent available to support brand founders and creative directors would be beneficial. With the right team and strategy, Oude Waag can continue to grow and succeed in the fashion industry.