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Down wears made by Dieluo Fashion Design Co Ltd in Pinghu, Jiaxing, Zhejiang province, are shown at Milan Fashion Week. [Photo/WeChat account: phfabu]

Down wears made by Dieluo Fashion Design Co Ltd in Pinghu, Jiaxing, Zhejiang province, were recently shown at Milan Fashion Week.

The wears are rich in color, trendy in shape, and brimming with creativity, breaking stereotypes about down jackets.

The most important thing in fashion is innovation, and the company currently has three invention patents. For example, one of the down wears' creative designs comes from Jiangnan's bamboo knitting technology, said Shen Weilian, founder of the company.

"We usually do some research into traditional Chinese culture, and then apply it to our designs. It’s a very interesting process and makes our products more unique," added Shen.

Pinghu does not produce down feathers, but produces more than half of the country's down wears.

Annual shipments of down wears in Pinghu exceeded 150 million items, and the city's annual sales of down wears were valued at around 30 billion yuan ($4.3 billion).