Valued at $50M, Body404 wants to bring Chinese indie brands to the world

Over the past few years, Shein has taken over online fast fashion by exporting affordable wear from China to customers around the globe. Its success has attracted a wave of imitators, but a startup called Body404 believes China isn’t just about cheap runway knockoffs. The country is also seeing a budding generation of cosmopolitan designers crafting high-quality garments and accessories, and Body404 wants to help them reach Western consumers.
At first glance, Body404’s indie designer collections are reminiscent of retro-90s looks of acid-house colors and baggy denim (disclosure: fa

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