the TT looks dated now. but back in 1998 when it first appeared, TT single-handedly put the excitment back into audi, bringing the name back from obscurity. it redefined the company, and lended its magic to audi’s bread and butter A4 and A6. without the TT, the message wouldn’t be so loud and clear. now that’s just terrific branding.

come to think of it, why can’t we consider them fashion brands? when was the last time fashion produced a TT or an iphone?

during my trip to shanghai last week, i was curious to see the local fashion creations. by chance, i found them on both change le lu and xin le lu. names like even penniless, liu2, na(too), ne!ther nor (onebyone), estune, jade en plus are all part of the emerging scene.

as items, the garments are surprisingly good (and surprisingly expensive). however, on a collection level, much work will need to be done. identities are nowhere to be found. there is no clear sense that they had something they need to communicate. the looks are all pretty similar, even though everyone is trying to be different. one wish there is a master to lead, much like rei kawakubo with junya watanabe, tao kurihara (tao), and jun takahashi (undercover).

p.s.  i fully enjoyed the sports of spotting the real from the fakes. lots of factories made excess products and leak them out without the labels, as in mutli-stripe knit boxers, calvin klein briefs, and beams reversible beanies. fun.