BranDNA has collaborated with Creas F&C to introduce the Italian premium sportswear brand Hydrogen to the Chinese market. This collaboration marks a timely entry into China’s rapidly expanding outdoor sports sector, aligning Hydrogen with evolving local consumer trends.
Founded in 2003 by fashion designer Alberto Bresci, Hydrogen is recognized as Italy’s first premium performance sportswear brand. It uniquely blends high fashion aesthetics with professional sports functionality, often serving as a ‘secret weapon’ for elite athletes. Known for its iconic skull logo and bold designs, Hydrogen embodies individuality and a rebellious spirit, appealing to consumers who seek an avant-garde style and reject mediocrity.
BranDNA plans to implement localized innovations to maximize Hydrogen's opportunity in China. James Chen, CEO, BranDNA, states, this is the ideal timing for Hydrogen to enter China. Chinese consumers are demanding greater personalization and fashion sense in outdoor and sportswear, and Hydrogen perfectly meets this demand.
BranDNA and its predecessors have represented over 40 global brands in China, including current brands like Body Glove, Dakine, 7 For All Mankind, BCBGMAXAZRIA, Ben Sherman, Porsche Design, Bric’s, and Borghese.
According to the ‘2024 Sports & Outdoor Industry White Paper’ by Xiaohongshu (RED), the rise of fashionable sports-outdoor gear is a top trend in China, with products increasingly blending into everyday lifestyles. Hydrogen’s trekking line caters to the refined ‘quiet outdoor’ Gorpcore styles resonating with global fashion movements, while its Active Outdoor collection, designed for trail running, represents its most energetic and performance-driven offering.
Harry Woo, Senior Vice President, Creas F&C, avers, BranDNA’s strong track record in developing premium fashion and lifestyle sports brands in China, such as Roberto Cavalli, Nike 360, and Nike Golf, made them the ideal strategic partner for Hydrogen. This collaboration will not only drive Hydrogen’s growth in China but also support its broader global expansion, he adds.
Hydrogen’s official China launch is set for Spring/Summer 2026. BranDNA specializes in providing end-to-end management for international fashion and beauty brands entering China, covering retail, wholesale, product development, marketing, HR, and back-office operations.
Founded in Padua, Italy, in 2003, Hydrogen was acquired by Creas F&C Group in 2022 and now has a presence in 25 countries worldwide.
