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Chinese Millennial Streetwear Brand INXX Sells Direct to US Consumers

American streetwear fans interested in expanding their wardrobes can now shop another up-and-coming global brand that’s bowing a dedicated e-commerce website designed for the U.S. market.

INXX, the Chinese label for millennials that’s “fusing the major fashions of worldwide street trends,” is speaking directly to an American audience with the launch of inxx.us, the site where people in the U.S. can purchase straight from the brand. It’s using momentum from a record $3.5-million Chinese Singles Day to take its brand into new markets.

For its Fall/Winter 2018 New York Fashion Week presentation, INXX said the show focused on a blend of “craftsmanship with an underground urban street aesthetic.” Garments for men and women featured heavy washed denim, oversized silhouettes and generous doses of tie-dye—a trend that’s back in a big way.

INXX tapped actor, musician and “fashion icon” Yosuke Kubozuka as its latest brand ambassador and partner for its Spring/Summer 2019 collection. Kubozuka, who INXX said embodies “innovation and edginess,” is credited with helping streetwear staple Supreme cross over into the Asian market.

“We want to open up to a broader market and develop more forward-looking and global design paths while forming our own symbols,” INXX co-founder Henry Mao said in a release announcing the U.S. website.

So far this year, INXX is taking the well-traveled streetwear path of collaborating with like-minded brands to drop limited-edition product. In January it teamed up with Parisan footwear label BOTH to create a version of the shoe brand’s Galosh boot in neon yellow and slate blue colorways. Earlier that month it worked with Durex to drop denim jackets incorporating the condom brand’s “unique texture” and emblazoned with the prophylactic’s iconic logo.

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