SIGAORUI "personality, fashion" as the brand concept, advocate "new leisure" life advocate to meet the needs of young people to express themselves. "New casualism" advocates seeking individualized expressions that reflect the new trend of the times. SIGAORUI has created a new casual style based on Asian style and based on western philosophy - to absorb and deconstruct different artistic and living elements to re-interpret each piece of clothing with its own unique "personality" face.