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Hanfu Fashion Label Scores $15 Million Investment

Shisanyu’s founder Xiao Doukou. Shisanyu
Shisanyu’s founder Xiao Doukou. Shisanyu

Shisanyu is a fashion brand focused on the past, and it’s proving a lucrative move for the start-up, which has just secured over 100 million yuan ($15.24 million) in Series A funding led by Loyal Valley Capital and Bilibili, according to a 36kr report.

The Beijing-based brand, which was founded in 2016, is a purveyor of historical Chinese apparel, also known as Hanfu, a fashion sub-culture popular with a growing cohort of young consumers in China.

Its founder, Xiao Doukou, found fame posting videos of herself wearing Hanfu-inspired outfits on the social media platform Bilibili, which is known as an incubator for sub-cultures, and draws most of its audience from China’s post-90s and post-00s generations (the same generations that have most enthusiastically embraced the trend for Hanfu dressing).

Shisanyu is now the top ranked Hanfu brand on Alibaba’s Taobao and Tmall platforms, and its store has 4.1 million followers on Taobao alone.

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