Next-level performance wear: Bosideng brings its premium Vertex capsule to Europe

Chinese down specialist Bosideng is one of the leading brands in its home market and has been steadily expanding its international footprint. A significant milestone came in 2022 with the opening of a three-story flagship store in London, giving the core Bosideng brand permanent visibility in a premium European retail environment for the first time.  

Now, the company is introducing its Vertex capsule collection to a European trade audience at ISPO Munich 2025, showcased on Highsnobiety’s curated 520M platform. Vertex positions itself at the intersection of two rapidly growing worlds: contemporary urban aesthetics and advanced technical outdoor performance. The new high-end line targets consumers who seek functional, comfort-driven materials for everyday life yet also value a modern, fashion-forward look. 

We spoke with Yuandan Feng, Executive Director of the Bosideng Innovation and Research Team, about the collection’s development, its strategic positioning, and the key differences between the European and Chinese markets. 

Yuandan Feng: Vertex is our response to a trend we have been observing for some time: the boundaries between urban lifestyle and technical outdoor performance are becoming increasingly blurred. Today's consumers expect functional clothing that adapts flexibly to changing temperature and usage scenarios – whether on the way to the office, while commuting, traveling, or during spontaneous outdoor activities. 

These functional requirements are not only important in alpine regions or for professional mountaineers. Even in urban environments, we experience significant temperature differences every day, both between indoor and outdoor areas and within the course of a single day. By selecting highly functional materials and innovative designs, we wanted to develop a collection that addresses these comfort-oriented needs while also making a fashion statement. 

Vertex is therefore a deliberately balanced concept: high quality, contemporary, adaptability, realistic. It’s about equilibrium functionality, implemented in a modern, urban design.

We are seeing a growing demand worldwide for clothing that combines technical performance with modern style. As a leading down expert, we therefore wanted to work with a designer for Vertex who has mastered this combination at the highest level. 

Errolson Hugh is one of the most internationally renowned designers in the field of functional outerwear. His ability to combine technology, function, and aesthetics fits perfectly with the DNA of Vertex. At the same time, it was exciting for him to work with a company that has in-depth material and manufacturing expertise and leading technologies for down processing.

Vertex is launching as a curated high-end capsule collection with around 10 to 15 styles for men and women, complemented by selected unisex products, whose importance in the market continues to grow. The focus is clearly on jackets, which is our core competence. They are complemented by pants etc. to offer functional complete looks.

Vertex is our high-end line. Here, we use only the best available materials, technologies, and processing techniques. 

We therefore position Vertex above the Bosideng main collection and see the collection in the mid to upper price segment. Our goal is to use top-level materials and technologies to create a truly first-class product that combines functional performance with urban aesthetics.

Vertex is in our second year on the market in China, and we take our presentation on the EU market very seriously. It was important to us to present ourselves as an innovative leading brand and to find the right environment for this. 520M probably showcases the most innovative brands and products in the world right now, so we wanted to be there.

There are things where the markets differ, but there are also many similarities. I think where the markets are similar is in the target group. In the outdoor segment, there is always the performance-oriented target group that wants to go mountaineering professionally and is looking for the best equipment to do so. This is just as true in China as it is in Europe. But there is also a growing number of people who don't have mountains on their doorstep and still want technical clothing. They appreciate the functionality of the clothing, especially because of its comfort and suitability for everyday use. The lightweight, soft, stretchy, breathable, and in some cases waterproof fabrics are simply comfortable to wear and versatile for use in the city or in nature. At the same time, they want to look good and fit in with the urban environment. This second area is growing strongly globally.

Europe has a long outdoor tradition. The Alps are close by, the brand landscape is mature, and consumers are correspondingly experienced. 

In China, on the other hand, the technical and functional clothing market has only been on a steep growth path for a few years, which is why urban design plays an important role. From the outset, functional clothing in China has also been a lifestyle element, not just a sports product. That is a crucial difference. Bosideng itself also positions itself in China as a lifestyle brand rather than an outdoor brand.  

Many regions in China are extremely cold, so functional down clothing is part of everyday life. At the same time, we have been working with leading technologies in down processing for decades – for both lifestyle and performance segments.

Our plan is to scale Vertex both nationally and internationally – in wholesale, in the DTC sector, and, looking ahead, through our own stores. Expanding customer touchpoints is a key strategic focus for us.

We opened two Vertex stores in China this year.

We are looking for premium fashion and outdoor retailers. We are also interested in those who can authentically represent both segments.