Shaoxing Evergreen Knitting Co., Ltd. , https://www.egsock.com
In the fall of 2010, Meters/Bonwe, a leading name in China's fast fashion industry, took a bold step by shifting its image from youthful energy to a more mature and stylish direction. The brand launched its own independent denim line called MJeans, aiming to carve out a space in the urban cowboy market. With hundreds of new styles introduced annually, MJeans quickly gained attention for its fresh take on classic cowboy aesthetics.
One of the most notable moments came when the brand featured American supermodel Sean Opry in its first visual presentation. This marked Sean Opry’s first collaboration with a Chinese brand, making it a significant milestone. In the campaign, he showcased a wide range of MJeans' styles, from classic cowboy looks to modern urban cowboy vibes, as well as edgy rock-inspired streetwear. Through these diverse looks, MJeans emphasized innovation in traditional cowboy fashion while also reflecting the brand's focus on urban youth culture and self-expression.
The campaign not only highlighted the versatility of the jeans but also signaled Meters/Bonwe's evolving identity, moving toward a more sophisticated and globally inspired approach. With high-profile modeling and a strong visual presence, MJeans made a powerful statement in the competitive fashion landscape.
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This was just the beginning of MJeans’ journey, setting the stage for future collaborations and creative expressions that would continue to redefine the brand's image.