About Us
The Store
More than a boutique, SOULGOODS Store is a cultural curator. A gateway to bold creative voices, we champion fearless innovation, design-driven storytelling, and unapologetic expression. Every piece inspires an original, authentic, and progressive conversation. We don’t follow trends; we amplify movements.
The Brand
Born from Beijing’s vigorous energy, SOULGOODS Brand weaves the city’s natural spirit into every thread. With a deep reverence for art, music, and sport, the brand merges these cultural elements with uncompromising craftsmanship. Our designs defy static definitions, evolving like the urban landscapes we inhabit: utilitarian yet poetic, built to endure, and unafraid to clash patterns with purpose. We are fashion as a living language, wearable archives of subcultures, crafted for those who demand utility without sacrificing rebellion.
Brand Overview
Year founded:
2016
Headquarters/Place of Origin:
Beijing, China
Core Founders:
G-Ming & Jason Tang
Signature Logo:
“The Soul Tiger.” Inspired by the traditional cloth tigers of Chinese culture—symbols of warding off evil and bringing good fortune—the design has been deconstructed through modern aesthetics to transform into a tiger’s head with piercing eyes and a rebellious, street-style vibe.
History and Development
Birth and Establishment: A New Landmark on the Streets of Beijing (2016–2018)
Founding Vision
: Prior to 2016, the streetwear market in mainland China relied heavily on brands from Europe, the United States, and Japan. Drawing on his deep background in sneaker and street culture, founder Ji Ming decided to establish a streetwear boutique in Beijing that was truly for the Chinese people.
First Store Opening:
In 2016, the first SOULGOODS concept store opened at Sanlitun Tongying Center, a landmark of Beijing’s streetwear scene. In addition to selling its own brands, the store introduced numerous pioneering international streetwear labels, quickly becoming a gathering place for young people immersed in Northern China’s street culture.
Visual Identity:
The brand officially adopted the “Tiger Head” logo. The first phase of products focused on high-quality streetwear staples (T-shirts, hoodies, beanies), which quickly gained popularity within the community thanks to their solid tailoring and unique local aesthetic.
Breaking Boundaries and Expansion: North-South Synergy and Multi-Matrix Development (2019–2021)
Expanding into Shanghai:
In 2019, SOULGOODS officially expanded southward, opening its second flagship store in Shanghai’s French Concession (Jiashan Road), thereby completing its presence in China’s two major fashion hubs.
Boom in Local Collaborations:
The brand began frequently collaborating across industries with major players both domestically and internationally, including partnerships with Vance, Casio (G-SHOCK), as well as local artists and music labels. This successfully shed the label of being “just a boutique” and established a strong image as an independent apparel brand.
In-House Music Label:
To fully embrace street culture, SOULGOODS has also deeply engaged with the underground music scene. By hosting parties and supporting local hip-hop and electronic musicians, the brand has built a comprehensive youth culture ecosystem.
Highlights: Going Global and the Official Collaboration with Nike (2022–2024)
Going Global (2022):
This marked a milestone in the history of Chinese streetwear. SOULGOODS was officially invited by Nike to launch the SOULGOODS x Nike Dunk High / Air Ship collaboration. This was the first time Nike had officially released a global shoe collection in partnership with a mainland Chinese streetwear store or brand.
Design Narrative:
Drawing inspiration from 1980s–1990s Chinese youth culture, rock music, and Beijing’s basketball history, and featuring the iconic tiger-head stamp, the collection sparked a frenzy of demand in top global sneaker markets across the U.S., Japan, and Europe, truly realizing the brand’s long-held aspiration of “From Beijing to the World.”
Latest Brand Status (2025–2026)
As we enter 2025–2026, SOULGOODS has evolved from a “Beijing-based streetwear brand” into a mature, internationally recognized modern lifestyle brand. Its current status is characterized by the following key features:
Channel Maturity and Matrix Structure:
In addition to its physical stores in Beijing’s Sanlitun and 798 Art District, as well as in Shanghai, SOULGOODS has significantly enhanced its online omnichannel operations (including its Tmall flagship store, WeChat Mini Program, and overseas fashion e-commerce platforms), maintaining a high level of business stability.
The depth and sophistication of the product line
(transitioning toward “modern workwear and vintage”):
The brand’s current in-house apparel collection has moved beyond the early days of simply printing large logos. The design team has incorporated heavy-duty washes, traditional quilting, distressed washes, vintage military and workwear styles, and updated silhouettes with Eastern-inspired tailoring. The quality and design aesthetic are on par with top-tier Japanese streetwear brands, making the collection a favorite among discerning fashion enthusiasts.
Ongoing content from the cultural community:
The brand has transformed its physical stores into “multi-cultural spaces,” regularly hosting art exhibitions, vinyl record sharing sessions, and street skateboarding events. It continues to maintain a “tribe” vibe reminiscent of Stüssy, with founders Ji Ming and Tang Zhizhong serving as its core figures, consistently showcasing the most authentic sneaker and street lifestyle content on social media.
Core Cultural Values
The Tiger Spirit
Using the most traditional Chinese symbols (cloth tigers, the Chinese zodiac) to embody the most hardcore Western street culture—without coming across as tacky or forced.
Globalization in the Hutongs
It embodies Beijing’s grandeur, charm, and depth, while also embracing international aesthetic and craftsmanship standards.
Authenticity
We insist on having the brand led by people who genuinely love the streets, sneakers, and music, and we reject the trend-chasing mentality of fast fashion.
Locations
SOULGOODS Store Sanlitun Beijing
L1-17 T+Mall, No.1 South Sanlitun Rd, Chaoyang District, Beijing Tel: 010-59724079
SOULGOODS Store 798 Beijing
B01-103, No.4 797 Rd, 798 Art District,
Chaoyang District, Beijing Tel: 010-57623085
SOULGOODS Store Chengdu
The Atrium II 201-19A, Chengdu, China
Tel: 028-86921709
SOULGOODS Store Shanghai
No.502 Jiashan Rd, Xuhui District, Shanghai
Tel: 021-52738227
SOULGOODS Store Aranya
M6 Riverain, North Coast, Aranya
SOULGOODS Basketball Court Aranya
Q5 Riverain, North Coast, Aranya
FROM BEIJING TO THE WORLD