Where has John Richmond been? The brand that left a mark on the 2000s aesthetics aims at relaunching starting from Shanghai

Three different geographical coordinates, three different places from which to start to tell the history and the future of John Richmond, the brand founded by the British designer of the same name who left a mark on fashion at the beginning of the 2000s with four simple letters printed on a denim canvas. Born in Manchester but moved to London, Richmond found in the English city and its lively music scene the main source of inspiration for his aesthetic, which soon layered from leather jackets, skinny jeans, printed T-shirts, and a deep rock and rebel attitude. Italy, where the garments of the brand were manufactured, was a crucial market for Richmond's success, where the brand boasted a great network of stores expanding from Milan to Naples, that soon spread all over the world. Shanghai is finally the city chosen for the relaunch of the brand after a long legal battle and a period of oblivion, the place from which Richmond intends to start again, with the show staged a few days ago and with the opening of a new network of stores. 

A glorious past and global and unexpected success are two factors that often prevent brands from looking to the future with clarity, remaining too tied to old glories and certain successes. A danger that Richmond seems to have escaped very well, thanks to the new lifeblood that it's not afraid to experience, without sacrificing its own identity.