(That's Shanghai)
Updated: 2006-04-12 18:31

Implicity need not be boring. Indeed, a strong, simple taste is to be preferred in a world that seems to cater to the sort of glittering ephemera found in a magpie's nest. Take Gas, for example, a brand that is as discreet as its competitors are loud. Tucked away on the otherwise bustling Huaihailu, this denim-maker features styles that are chic, uncluttered and lasting.

Gas shops

Which is surprising for such a young brand. Founded in Italy in 1984, Gas arrived in the Chinese mainland in 2003. At its two-storey flagship shop (Location: No. 837, Huaihai Zhonglu; Tel: 021-64739745), the decor features an antique Chinese couch, a variety of paintings by local artists, and in-store DJs sets. The label is also available at Isetan, SOHO, and a new outlet in Qingpu district will open this month. Whichever you visit, the in-store experience is fashionable, but not too fashionable.

Costumes other than jeans

Apart from denim, Gas carries sports, urban, and evening wear, and a range of accessories. We liked the vintage Honda Repsol shirt (RMB1,395), a nod to the mechanics and drivers who've worn Gas since the brand began sponsoring MotoGP racing events.

That said, local taste is not known to favor understatement. At least, not until recently. Olivier Petragallo, the company's Asia Business Development Manager says that it's true, Shanghainese used to favor "flashy jeans, regardless of quality of fabric or pattern. But now," he says, "they are going back to basic fabric and washes." For which he is thankful; business is booming. Indeed, in 2005, turnover had doubled compared to the previous year.

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