ECODAY STORY

Ecoday is an independent designer label founded by Ruru and Vania in 2021. Ruru, a graduate of Central Saint Martins College of Art and Design, is at the helm of design, while Vania, who has experience in incubating several designer brands, is at the helm of operations. The brand name Ecoday derives from the founders' commitment to “Eco Fashion”: to be “animal cruelty free” in every aspect of design and production, and to find the best balance between aesthetics and affordable pricing, aiming to provide aesthetically pleasing, environmentally friendly pieces at affordable prices.

ECODAY CULTURE

The brand uses hand-knitting as its unique design language -these knits are not produced on the assembly line, but by agroup of women in Qingyuan and Guangzhou, who are unemployed and identify as“moms”. In between taking care of their families, they spend their spare time on handmade creations with warmth. In the era of AI accelerated replace- ment of manpower, Ecoday chooses to guard the humanistic values in an anti-efficiency way: through the continuation of handmade orders, it provides women with sustainable job opportunities and sources of income. The brand believes that true fashion is delivered by goodwill and beauty.

ECODAY YUE WU

Canadian-Chinese independent illustrator Yue Wu, born in 1999, is a newcomer to the art scene in a cross-cultural context. Having been immersed in Japanese animation aesthetics since childhood, his works perfectly reproduce the retro texture of 1980s-1990s celluloid animation, with original light and shadow processing and highly vital characterization forming a distinctive style identity. He is especially good at capturing the texture of urban life, and his characters' iconic starry eyes are known in the industry as the "Renaissance Eyes of the Millennial Generation." This year ECODAY has collaborated with Yue Wu on two illustrations, a collaborative series inspired by our love for the young girls in classic Japanese anime from the 1990s and early 2000s. Let's enter a world of purity, dreamy colors, and girlish elements through the work of Yue Wu.

ECODAY Reebok

ECODAY has launched the “Keeping Up with the Puppies" series of bags in collaboration with Reebok - the most influential sports brand - as part of Reebok's PET series. ECODAY, with its “pet-friendly" gene, joins Reebok(whose mission is to “connect lives") to make traveling a two-way journey for both people and pets through a single bag.

ECODAY BETTY BOOP

ECODAY has joined hands with BETTY BOOP, a classic American cartoon character born in the 1930s, to launch a series of cross-generational collaboration items, reinventing a new expression of the retro Spice Girl spirit.

As a pioneering figure in pop culture, BETTY is sexy, naive and full of contrasting charms - a contradiction between immaturity and sophistication, and a symbol of women's autonomy and fashion attitude. ECODAY has always insisted on the fusion of environmental protection concepts and fashion aesthetics, and in this co-branding, it has interpreted BETTY's unique personality and attitude with a highly recognizable design language.

The collaboration series incorporates BETTY's iconic cartoon elements and ECODAY's focus on nature and texture, presenting an aesthetic that is both playful and powerful. From silhouette to details, every part of the collection conveys a feminine statement of "sexy but not pandering, cute but not compromising."