Co-founded by Natasia Guo and Yan Zhang (who in 2011 co-founded Nuandao, an e-commerce for independent designs), Yetang announced today that it just netted a multi-million angel fund from IDG Capital Partners. Yetang is an e-commerce site that curates apparels and accessories targeted at China’s post-90s generation, who are often stereotyped as the hip young folks who desire something a little bit different. The website name is self-explanatory – “ye tang”, which means “wild candy” in Chinese, poignantly portrays China’s cute but wild post-90s generation.

People may not know most of the brands on Yetang, but that’s exactly the selling point. Unlike the all-encompassing Taobao, Yetang curates designers and brands that strictly fits the taste of young folks who are seeking a touch of individuality. The website features over 500 independent designers and brands. With as many as 50-100 new pieces that hit the shelf everyday, Yetang hopes to rival giant fashion retailers who lead the fast fashion current.

Yetang also thinks that we are experiencing a solid time for independent fashion design. For one, China’s export-led textile industry is gradually turning inward as local demand rises, lowering the bar for minimum order. This will be great news for starting designers with tight budgets.

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Rita Liao

Telling the uncommon China stories through tech. I can be reached at ritacyliao [at] gmail [dot] com.