Finnish brand REIMA jumps on China’s camping fad

The Finnish children’s outerwear brand REIMA is jumping on the camping craze that has been taking China’s urbanites by storm since 2022.

On March 4, REIMA unveiled its Spring/Summer collection at a pop-up display in Shanghai’s Grand Gateway shopping centre. Building around the theme of “Happy Campers”, the display recreated a camping set-up complete with tent, cooking equipment and picnic tables.

The collection is far from just about aesthetics. REIMA takes pride in its functionality, so the collection features UV and insect protection products as well as breathable “barefoot” shoes. Attendees to the event were encouraged to bring along their kids and a crafts activity was held to invite a sense of play.

The event was also the debut of REIMA’s collaboration with the Finnish shoe designer Minna Parikka who has designed for the likes of Taylor Swift and Lady Gaga. The collaboration features trainers and tracksuits in candy colours and with the peace sign emblem.

Camping and outdoor activities became popular among China’s middle class during the pandemic, when testing and quarantine requirements for inter-province travel made nearby vacations a more reliable option. The Labor Day and National Day holidays in May and October both saw spikes in online bookings for camping trips, even drawing concern from provincial and municipal authorities.

This rising interest has been reflected in aesthetic trends as well, with the outdoors-inspired gorpcore look becoming highly coveted on social media. Parent-child camping is one of the most popular niches within the fad, creating the perfect opportunity for brands like REIMA to market to affluent Chinese parents.

Commenting on the launch of their Spring/Summer 2023 collection in Shanghai, the president of REIMA Group Asia explained, “Our design principles focus on comfort, functionality, safety and unique Finnish design. No matter whether in school, the sports field, or any other scenario in life, I hope REIMA can bring more comfort and laughter to children.”


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