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Long-lasting interpretation of classic and stylish pants
In the past 20 years, Dezhou Si Clothing Co., Ltd. has undergone a remarkable transformation in the garment industry. Starting from the tunic style of Western men's trousers, the company gradually expanded its product line, improving the entire garment supply chain. Originally, new product orders were scheduled to be completed within three days, but due to client requests, the timeline was extended to six days, which had not yet concluded. Employees often ate bread and butter, yet the company was honored as one of the "Best Employee Treatment Enterprises." This is the story of Dezhou Si Clothing Co., Ltd., a brand that has grown steadily over two decades.
On January 11, Cui Bingshen, Chairman of the company, shared with reporters the company’s development journey and future vision. He emphasized that when entering a community or industry, choosing the right path is crucial. Once committed, it can become a lifelong career. Cui Bingshen followed this philosophy. In 1979, after finishing junior high school, he entered the apparel industry under his mother’s guidance, learning cutting techniques. As his skills improved, he opened a tailor shop in his hometown, offering custom-made clothing that quickly gained popularity.
In 1985, tunics became a fashion trend, and with family support, Cui Bingshen established a small clothing workshop. With just 500 yuan, he bought materials and started producing Zhongshan suits. “Back then, it wasn’t easy,†he recalled. “I once used 500 yuan to buy more than a dozen pieces of cloth.†By 1986, his tunic products were sold in major department stores like Zhengzhou Department Store and Asia Shopping Mall, where they sold out quickly. That year, Cui Bingshen became known as a local “millionaire.â€
By 1987, the workshop had expanded to over 200 square meters. In 1990, it grew to 600 square meters and became a well-known local garment factory. However, as consumer preferences changed, Zhongshan suits fell out of favor, prompting Cui to shift focus to men’s trousers. In 1995, he established Cui Tycoon Garment Factory, which eventually expanded to over 5,000 square meters with 400 employees and four production lines.
In 2002, the company secured a large state-owned land plot, built a modern plant, and introduced advanced machinery, expanding its workforce to 600 people. In 2003, the company launched the “De Eston†brand and officially renamed itself Zhengzhou De Euston Garment Co., Ltd. From there, De Eston began focusing on casual pants, jeans, and other fashionable styles. Today, it is a well-known brand in the apparel industry, recognized for its quality and diverse product line, including men’s and women’s trousers.
The brand targets young professionals aged 25 to 40, with the slogan “Professional Men’s and Women’s Pants, Fashion Is My Shot.†According to Cui Bingshen, De Eston stands out through its unique style, pattern design, and fabric selection. While many Chinese pants companies tend to produce outdated designs, De Eston focuses on youth, innovation, and fashion.
Cui also admitted that expanding into pants was not without challenges. Initially, he thought pants were similar to trousers, but he soon realized the complexity involved. There are numerous types of pants—shorts, boots, micro-length, etc.—each with different structures and seasonal requirements. After months of trial and error, the company found its footing and by 2009, it was operating smoothly.
Today, De Eston continues to focus on quality, working closely with the Provincial Fiber Inspection Bureau and setting up its own laboratories with high-end testing equipment. Every order undergoes strict checks on fabric quality, color fastness, and durability before being approved. The company remains committed to innovation, quality, and customer satisfaction, ensuring that every product meets the highest standards.