In the lingerie industry, PRESS is driving a “factory revolution” that redefines traditional manufacturing. While many companies still chase cost and efficiency, PRESS envisions factories as spaces that merge technology, culture, and consumer experience. Recently, founder Mr. Zheng Tao showcased the brand’s new campus, combining advanced seamless technology with a lingerie museum in progress, highlighting a philosophy that manufacturers must deliver both products and experiences.

Development Philosophy and Strengths
PRESS follows a “one-meter wide, ten-meter deep” strategy, focusing intensively on seamless innovation. Its competitiveness rests on three pillars: strong R&D with 211 patents worldwide, full control of the supply chain from materials to equipment, and a balance of international vision with confidence in Eastern lingerie culture. Rooted in Shanghai, PRESS leverages local talent and resources to go beyond manufacturing, aiming to build cultural and brand value.

Future Museum Vision
The new factory embodies the shift toward “de-factoryization.” At its center will be a 1,500-square-meter lingerie museum showcasing 16 years of East-West collections, including Chinese dudou and Western lingerie. Surrounding spaces like a rooftop garden and cat café will transform the factory into a destination for cultural and industrial tourism. This reflects PRESS’s mission to empower products with meaning and redefine the role of modern manufacturing.

Global Perspectives and Innovation
Dialogue with international brands has provided valuable insights, influencing design choices such as minimalist architecture inspired by Japan. More importantly, these exchanges confirmed the role of culture in lingerie, encouraging PRESS to present both technology and deeper cultural identity. In R&D, PRESS embraces multi-technology integration, combining silicone, flocking, and lamination to deliver lighter, more comfortable products. In line with sustainable fashion, the company invests in eco-friendly materials and automation to meet both consumer and environmental expectations.

Market Responsiveness and New Products
By analyzing global samples and e-commerce reviews, PRESS identifies consumer pain points and anticipates trends. This approach has led to innovations like liquid Lycra and 3D silicone, with lingerie evolving toward lighter, more seamless designs. To bridge lab breakthroughs with mass production, PRESS develops its own molds, materials, and equipment, often adapting high-end machinery from other industries. With Shanghai’s skilled talent pool, the company ensures efficient scaling of new technologies.

Future Role and Exhibition Highlights
Looking ahead, PRESS aspires to be both a pioneer in seamless technology and a promoter of lingerie culture. Its upcoming initiatives include livestreamed origin tours, creative collaborations, and immersive cultural storytelling. At INTERFILIÈRE SHANGHAI, PRESS will showcase seamless lingerie, sportswear, and outerwear, alongside innovations in 3D silicone and liquid Lycra. By highlighting automation and digital integration, PRESS hopes to show it is not just a factory, but a modern enterprise that blends technology, culture, and vision—setting the tone for lingerie trends 2025.

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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.

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