Is China Ready for a Vegan Fashion Revolution?

What happened: Veshin has launched a sustainable fashion factory in China’s manufacturing district of Guangzhou. It will specialize in luxury handbags and accessories made only from vegan materials, such as skins derived from cactus, pineapple, apple and mycelium, the vegetative part of mushrooms. In addition to natural blends such as organic cotton and hemp, we will also use recycled synthetic materials such as nylon and polyester. The greener factory model was spearheaded by British-born Joey Pringle, a sustainable fashion designer, along with Chinese-born entrepreneur Hongliang Yu, and will operate with a staff of 80.

Jing Take: A new generation of citizens is embracing the shift towards a meat-free and vegan lifestyle. According to Euromonitor International, before COVID-19, chinese vegetarian food market estimated worth almost US$12 billion by 2023; forhe outbreak will likely hasten this. Post-pandemic, China is seeing an increase in health-inspired start-ups especially in the food sector, which suggests that citizens, especially millennials and younger, are embracing a more mindful lifestyle.

Veganism is also reinforced by celebrities: from singer Wang Leehom, ambassador at pioneering Green Monday initiative, to stars like Zhou Xun and Zhao Wei. Younger characters, such as singer and actress Chen Fangyu, also used their status to influence choices. While the transition is slow, the Chinese government has pushed for subtraction meat consumption since 2016. In 2018, China’s market for plant-based meat substitutes was estimated at $910 million and is projected to grow 20 to 25 percent every year.

When it comes to fashion, while the longevity of alternative materials is questionable, some fancy names have started experimenting. Theres Herms newest mushroom leather bag for one; and Chanel and Hugo Boss have both explored the use of piatex, an artificial fiber derived from pineapple leaves. If global luxury companies continue to push for vegan fashion, being at the forefront could mean big business in China especially at a time when brands are seeking more transparency over their supply chains and increasing speed at scale.

Jing Take reports a leading piece of news and presents our editorial team’s analysis of the key implications for the luxury industry. In iterative columns, we analyze everything from product downturns and mergers to the heated debate that has developed on Chinese social media.