story

"This is G Ming, the founder of SOULGOODS. I'm a street culture lover and supporter. It doesn't matter who I am. What does matter is that we want you to know what SOULGOODS is."

"Hi, this is Wu Yue. I'm the Creative Director, Designer and Co-Founder of SOULGOODS. I do all of the creative."

"As a street culture lover, I've always been trying to turn my hobby into my business."

"The story behind a product gives it a soul. We want to offer products with backgrounds, stories and meanings."

"Back then, we first had the name SOULGOODS. I discussed with Wu Yue whether we could create an image logo to represent us. Following the word soul which feels mysterious and oriental, we came up with the idea of tiger."

"Tiger represents strength, but for us, it represents also resilience and that we want to defend like something soulful with strength."

"In this culture, we need to highlight who we are and where we are going, that's how we get the slogan: From Beijing to the World."

"Represent Beijing, represent China. We come from here, and we tell stories happening here."

"Now SOULGOODS has opened four stores including Beijing Sanlitun, Beijing 798, Shanghai and Chengdu."

"We don't just want to make SOULGOODS a retail store that only sells goods. I want us to be a cultural carrier with cultural attributes and very close community communication."

"This is Xiao Ma, the shop manager of SOULGOODS Sanlitun. To me, SOULGOODS is a brand that is constantly innovating. From our products every season, we can see something fresh and new."

"Hi there, this is Chen Chi, the shop manager of SOULGOODS 798, everyone calls me Chi Zi. I’m very proud of SOULGOODS. When hanging out with friends, if you wear SOULGOODS items, you just get face."

"This is A Chen, the shop manager of SOULGOODS Shanghai. I think that through our products, SOULGOODS just delivers the culture and attitude it wants to deliver directly to our friends and customers."

"Hello everyone, this is Huyue. I'm responsible for the daily operation of SOULGOODS Chengdu. SOULGOODS is like a bridge connecting my life and my job together."

"I look forward to growing with SOULGOODS. I will keep going forward with SOULGOODS."

"We have a very long-term goal. That is to open SOULGOODS stores abroad, so whether you go to Japan, France, or the US, there you will see a Chinese brand called SOULGOODS."

"We want to bring China (street culture) to the world and the world to China (different cultures of). With SOULGOODS (and Nike) this collaboration, we hope that we put China on the map (street culture) and be a part of this global conversation."

Talking Shop

SOULGOODS