Brand introduction

About LILANZ

一

With nearly 40 years of thoughtful exploration, Lilang has charted a path of innovation, growing into a leading menswear brand in China by seamlessly integrating research, design, production, and marketing into a dynamic whole.
Founded in 1987 by the visionary Wang brothers, it began as a modest menswear production and wholesale venture.
By 2008, Lilang turned a page, transformed its English brand name to “LILANZ”.
In 2009, Lilang made history as China’s first menswear brand listed on the Hong Kong Stock Exchange, pioneered capital upgrades in the Chinese menswear industry.
The 2016 debut of the LESS IS MORE collection injected youthful vitality into its offerings.
By 2024, Lilang’s annual revenue reached RMB 3.65 billion, supported by 2,773 stores nationwide - a widespread presence unmatched in scope.
In 2023, a visual identity refresh (VI) reinforced its focus on “minimalist menswear”.
In 2024, Lilang worked towards its “multi-Brand and internationalization” strategy, steadily broadening its reach into overseas markets. Alongside this, it brought the MUNSINGWEAR golf sportswear brand to China, strengthening its ability to meet diverse consumer needs. Meanwhile, the brand began its overseas expansion plan, setting the stage to open its first store in Malaysia during the first half of 2025.

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二

Lilang’s journey traces a remarkable arc—from a small workshop to a celebrated name uniting creativity and craftsmanship. What started with single product lines has expanded into a diverse portfolio spanning outerwear, innerwear, trousers, footwear, and accessories. Pioneering “business casual” in China and now championing minimalist menswear, Lilang has remained steadfast in its pursuit of excellence.
By pinpointing consumer challenges, it ignites inspiration, delivering standout products that fuse quality, bold design, and modern flair at exceptional value. This dedication shapes everyday fashion with masterful artistry and forward-thinking vision.

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“Less is More” – The LILANZ Brand Story

Ushering in Style

With Minimalist Precision

三

In 2000, co-founder Mr. Wang Liang Xing harnessed the “business casual” wave of the 90s, crafting the “business leisure menswear” concept - a bold new niche for China.
The 2016 LESS IS MORE collection marked a daring shift, placing consumers at its core and dedicating itself to shaping the ultimate lifestyle experience for its clientele. This inspired a fresh exploration of innovative growth opportunities and forward-thinking business models, thereby unveiling the striking Lilang LESS IS MORE collection. Embracing the captivating “less is more” philosophy, this collection upheld Lilang’s “simple yet refined” design ethos with finesse, featuring sleek, fashion-forward silhouettes, a richly varied multi-layered product range, and distinctive craftsmanship techniques that elevate garments to new levels of lightweight comfort and effortless appeal.
In 2020, Lilang seized a rising commercial tide, partnering with China Daily to draw cover-inspired aesthetics, thereby shaping next-generation style icons and heralding a new business dawn. On 18 November, Han Han’s ambassadorship refined this vision further.
On 18 January 2024, Xu Kai’s appointment as LESS IS MORE’s ambassador lent youthful sophistication, reinforcing that “youthful business exudes ease”.
During the 2024 Paris Olympics, Lilang joined China National Geographic for the “Along the Silk Road to Paris” odyssey, where SMART elite suits adorned luminaries retracing history - thus sparking a “China to the East, the World to the West” fusion.
In November 2024, a collaboration with designer Chen Peng unveiled the “Chengqi” down jacket series, blending Eastern artistry with Western modernity to inspire elevated simplicity.

Forging Identity

with Originality

四

International Team +

Fabric R&D Center +

Amid today’s consumer renaissance, Lilang distils the essence of its offerings, thereby sculpting a singular original marque and a striking brand persona. It boldly pioneers a transformative path. For instance, original designs now exceed 75% of its repertoire. In design mastery, Lilang’s bespoke fabric research centre - equipped with advanced colour-blending and printing technology - stands as a beacon of innovation.
From crafting yarns, fabrics, dyes, and patterns at their genesis to rigorous laboratory validation, Lilang ensures exclusivity and visionary flair. By mastering fabric creation from the yarn upward, it secures unmatched versatility, upholding quality while deftly curbing costs.
Since 2012, an international R&D cadre has infused global inspiration, cultivating an elite team steeped in “Lilang DNA” - elevating its original artistry to new heights.

Sparking a Channel Renaissance

With Visionary Precision

五

Since 2013, Lilang has honed its channel artistry, targeting shopping centres with finesse. By late 2024, it commands 933 stores in prestigious hubs—Wanda Plaza, Vanke Square, SM Plaza, Thaihot Plaza and The MixC.
In the sphere of new retail, Lilang gracefully expanded online stores, synchronising sales across Tmall and JD.com. Simultaneously, it harnessed precise digital traffic and sales insights to refine offline growth, weaving a seamless tapestry of virtual and physical realms, amplifying their mutual strengths.
The LESS IS MORE collection targets Tier 1 and 2 cities, its store aesthetics deftly attuned to youthful sensibilities. Through a curated visual ecosystem, it projects a minimalist yet daring elegance - crisp and luminous - offering an inviting, refined shopping haven.
Moreover, its sleek designs, swift style renewals, and exceptional value have captivated a legion of young urban gentlemen.

Crafting Exquisite Moments with Core Values

Core Values

六

Lilang unfurls its core values through its “simple yet refined” philosophy, championing flawless artistry in every detail. By weaving its brand essence into each creation, it bestows soulful depth, while enriching consumers with profound emotional resonance and unveiling its singular charm.

2002

In 2002, Lilang unveiled its “simple yet refined” creed, cementing its menswear ethos. Consequently, the illustrious Mr. Chen Daoming became its ambassador, embodying its values with finesse - making the phrase an era’s emblem.

2007

In 2007, Lilang graced Milan Fashion Week as China and Asia’s herald, setting a global benchmark, with subsequent triumphs on world stages.

2018

In 2018, a World Cup odyssey to Russia with consumers sparked a fashion-culture renaissance, delivering renewed brand allure.

2021

In 2021, a striking new headquarters rose, while LESS IS MORE claimed sole sartorial reign over Call Me By Fire and dazzled at Shanghai Fashion Week’s City of Light finale with visionary designers.

2023

In August, Lilang’s refreshed VI logo debuted, reflecting its enduring simplicity, followed by a honed “minimalist menswear” identity later that year.

2024

Lilang marked “multi-brand” and “internationalization” triumphs, launching new brand name "MUNSINGWEAR" to seize China’s outdoor sports niche. Meanwhile, the brand began its overseas expansion plan, setting the stage to open its first store in Malaysia during the first half of 2025, while Xu Kai’s LESS IS MORE ambassadorship sharpened its youthful narrative.

Guiding Epochal Elegance

With Brand Virtue

七

Across 39 years of resolve and passion, Lilang stands firm in foresight and duty, thereby centring consumers, capturing the zeitgeist, and sculpting a timeless brand for human delight.

Lilang upholds a creed of “alliance, openness, and shared glory”, uniting clients, partners, and peers to spark innovation and elevate industry worth, nurturing a vibrant ecosystem. Moreover, it channels its intrinsic strengths to radiate positive Chinese brand vitality, bolstering a collective ascent.
In 2021, amid graceful growth, the LILANZ Cultural and Creative Business Park emerged, gathering fashion and artistic luminaries. This haven fosters shared ingenuity and mutual prosperity, transforming a bounded garden into a flourishing, self-evolving tapestry - while bearing the mantle of Chinese menswear’s prestige and propelling industry progress with unwavering poise.