The Italian sportswear brand Sweet Years is making its debut in China at China Fashion Week, the country’s most important fashion event, through Mar. 29. Showcased will be all the collections under the Sweet Years label, which is owned by Go Old ’50 s.r.l. Sweet Years was founded in early 2003 by a group of friends, including soccer professionals Paolo Maldini and Christian Vieri. After establishing the men's, women’s and children's fashion collections, the brand launched new retail stores and display spaces designed to represent and advance the image of the brand. In 2006, the company opened its first flagship store in Milan. A new brand, SYJ – Sweet Years Jeans, was launched in 2007 with a primary focus on denim and casual wear. Sweet Years is now looking forward to stable growth in 2009. “Despite the current difficult situation China is a highly potential market,” says Mauro Russo, the brand’s exclusive representative. “We have points of sale in Beijing and Hong Kong and are in full swing with new top secret projects.”

—Julia Giebels