From March 3rd to 5th, 2010, at the NOVO Mania trend show, the renowned Bauhaus brand Tough Jeansmith made a bold statement in the “mad†fashion carnival, marking the beginning of a new avant-garde era. The brand, known for its fearless approach to style and innovation, stood out with a unique booth design that blended traditional Chinese elements with modern creativity.
The venue was designed with old wooden structures, nostalgic lanterns, and rough planks, creating a warm yet unconventional atmosphere. The display featured garments that caught the eye with their striking designs—graffiti patterns, collage techniques, no cuffs, 3D cuts, asymmetrical hems, and distressed finishes. Each piece exuded a casual yet powerful energy, embodying the brand’s spirit of rebellion and freedom.
Unlike many other brands that rely on bright colors or over-the-top decorations, Tough Jeansmith focused on natural beauty and self-expression. Their designs were subtle yet impactful, resonating with a generation that values authenticity and individuality. The collection attracted a lot of attention from both media and fashion enthusiasts, who were impressed by the fresh and distinctive approach.
Tough Jeansmith, founded in 1994 by the Bauhaus Group, started as a pioneer in streetwear and quickly became one of Hong Kong’s most popular fashion labels. Over the years, it expanded to Japan, Taiwan, and Singapore, and later into mainland China, Southeast Asia, Europe, and the Americas. This global growth helped solidify its reputation as an international brand with a strong identity.
The brand is best known for its jeans and youth-oriented casual wear. Its design philosophy is heavily influenced by military aesthetics, while also incorporating subtle oriental elements. This fusion has helped break away from the traditional dominance of Nordic, Japanese, and American styles, bringing a fresh and culturally rich perspective to the global denim scene. Tough Jeansmith continues to push boundaries, proving that local craftsmanship can make a powerful impact on the world stage.
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