Hydrogen-branded clothing and sportswear company ventures into the Chinese market Using BranDNA
Hydrogen, known as Italy's first premium performance sportswear brand, is set to make its grand entrance into the Chinese market this Spring/Summer 2026. This strategic move is a significant step forward in the expansion of hydrogen infrastructure in China, a key timeframe for scaling hydrogen projects in the country.
The partnership between Hydrogen and BranDNA, a company with a strong track record in developing premium fashion and lifestyle sports brands in China, such as Nike 360 and Nike Golf, has been announced. BranDNA will implement localized innovations for Hydrogen to seize the China opportunity.
Hydrogen, with its iconic skull logo and bold designs, appeals to those who reject mediocrity and embrace an avant-garde aesthetic. The brand merges high fashion with professional sports functionality, offering a unique blend that resonates with the growing trend of fashionable sports-outdoor gear in China.
The signing ceremony took place at CREAS Group's headquarters in Seoul. Harry Woo, Senior Vice President of CREAS F&C, stated that BranDNA was the ideal strategic partner for Hydrogen due to its success in developing premium fashion and lifestyle sports brands in China.
Hydrogen was founded by fashion designer Alberto Bresci in 2003. The brand embodies individuality and a rebellious spirit, making it an exciting addition to the Chinese market.
BranDNA acts as a strategic partner, helping introduce and represent multiple global brands in China's hydrogen and clean energy markets. While exact brands under BranDNA were not specified, their role involves leveraging global expertise and products to support China’s hydrogen ecosystem expansion during this 2026 growth phase.
In addition to the trekking line, which offers consumers refined 'quiet outdoor' Gorpcore styles that resonate with global fashion movements, Hydrogen also offers the Active Outdoor collection, tailored for trail running, representing the brand's most energetic and performance-driven offering.
This expansion fits into broader trends of China’s clean energy mandates, investment in supply chains for critical minerals, and leadership in green hydrogen-related projects from 2025 onward. China is securing supply chains crucial for hydrogen technologies, such as platinum group metals, by engaging with major producers like South Africa, a reflection of its long-term hydrogen economy planning which supports this 2026 expansion.
A spokesperson for the partnership added that a trusted partner like BranDNA would drive Hydrogen's growth in China and support its broader global expansion. BranDNA has represented over 40 global brands in China, including Body Glove, Dakine, 7 For All Mankind, BCBGMAXAZRIA, Ben Sherman, Porsche Design, Bric's, Borghese, and Roberto Cavalli, making it an ideal partner for Hydrogen's entry into the Chinese market.
The rise of fashionable sports-outdoor gear is among the top five trends shaping the Chinese sports and outdoor industry, according to the "2024 Sports & Outdoor Industry White Paper" by Xiaohongshu (RED). With Hydrogen's entry, the Chinese market is set to witness a new era of high-performance, fashion-forward sports gear.
- The collaboration between Hydrogen and BranDNA, well-known for their work in developing premium fashion and lifestyle sports brands like Nike 360 and Nike Golf, will expand into the realm of technology and sports, as BranDNA will also be introducing and representing global brands dealing with hydrogen and clean energy in China.
- As China's sports and outdoor industry witnesses a rising trend in fashionable sports-outdoor gear, Hydrogen's unique blend of high fashion and sports functionality, represented by its alluring designs and recognized by brands like Body Glove, Dakine, and Roberto Cavalli, will bring a fresh spin to the Chinese market, appealing to consumers who value individuality and a rebellious spirit.
