The concept of "less is more" was adopted by many designers. At the beginning, it had been just about promoting simplicity over extravagance, but people had gradually given it a more profound interpretation.
The name combined two different meanings. One could find both modern patterns with simple, smooth lines and complicated vintage clothing at their store. Their brand offered everything one would expect.
QC had found a large building in Wangfujing that they could use as a private design studio. The small studio inspired the ambition of Qin Guan's design team, whose work was printed on posters in the building. The feedback of the market was essentially the sales volume.
Thanks to Qin Guan's influence in the fashion circle, their brand had its own agents in dozens of cities even before opening for business.
On a September day in 2005, their clothes were placed on the counters of different malls in different cities.
