From March 3rd to 5th, 2010, at the NOVO Mania trend show, the globally renowned Bauhaus brand TOUGH Jeansmith made a bold statement as a fashion pioneer during the “mad†tide carnival, marking the beginning of a new era in avant-garde fashion.
The event featured a stunning visual display that captured attention from both media and attendees. The booth was designed with a unique blend of Chinese-inspired aesthetics—low-key yet full of creativity, set against a backdrop of bright lighting. As visitors moved through the space, they were greeted by an area constructed from vintage wood, nostalgic lanterns, and unfinished planks, creating a sense of timelessness and artistic energy.
On the display stands, the clothing stood out with a strong, stylish presence. From graffiti prints and collage designs to no-cuff styles, 3D cuts, asymmetrical hems, bronzing, and distressed finishes, each piece exuded a casual yet expressive vibe. Male and female models walked the runway with a rebellious energy, embodying the brand’s core values of freedom and nonconformity.
What made this collection stand out was its simplicity. There were no flashy colors or over-the-top decorations—just natural tones that highlighted the individuality of each piece. This approach resonated well with the current trend of understated style, making it both eye-catching and independent. The atmosphere left a fresh impression on those who visited, reinforcing TOUGH Jeansmith’s reputation as a brand that consistently pushes boundaries.
TOUGH Jeansmith, the first brand under the Bauhaus Group, was founded in 1994. It quickly gained popularity in Hong Kong for its creative designs, expanding its reach to Japan, Taiwan, and Singapore in 1999, 2000, and 2007, respectively. Over the years, the brand has grown internationally, establishing a strong presence across Mainland China, Southeast Asia, Europe, and the Americas. Today, it is recognized worldwide for its distinctive style.
Known for its jeans and youth-oriented leisure wear, TOUGH Jeansmith draws inspiration from military elements and integrates oriental influences into its designs. This fusion has helped redefine global denim trends, which have long been dominated by Nordic, Japanese, and American styles. By infusing traditional Eastern aesthetics into modern fashion, the brand has successfully brought a new dimension to the world of denim, proving that local craftsmanship can rival international standards.
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