WRITTEN BY FÊTE CHINOISE EDITORIAL TEAM (Deborah Lau-Yu, Kayla Lo)
Images: courtesy of Nobis, and Reposted from Jay Chou’s Instagram

Distinguished Canadian outerwear brand, Nobis has once again seized the global spotlight with a very special collaboration with the renowned Parisian football club Paris Saint-Germain (PSG) and the legendary Mandopop sensation, Jay Chou. Together, they are launching a spectacular "Ace of Stade" 3-IN-1 Collector's Set, seamlessly blending fashion, football, and music in a unique jacket pairing, set to captivate audiences this December — just in time for the holiday season. At the intersection of European sport, Canadian fashion and Chinese pop culture, this moment is significant coming together of different universes. Many Chinese-Canadians will find this Nobis project particularly meaningful at a time when representation and community connection is in demand, because of the connection with Jay Chou’s music and also the Chinese-Canadian identity of Nobis’ co-founder Kevin Au-Yeung.

The inspiration for this collaboration is drawn from the realms of magic and football. “Magic is actually like music. It is a universal language,” says Jay Chou, who is passionate about magic and often showcases his tricks in his music videos. There will only be 800 limited edition sets available for pre-sale, with deliveries starting mid-December. The term ‘Ace’ pays homage to the Ace of Spades, the top-valued playing card symbolizing excellence (playing cards being a common prop for magic tricks). ‘Stade’ resonates with the vision of captivating stadiums worldwide — the stadium is both a magical venue for music concerts and for spectacular football matches.

This collaborative effort not only signifies the alignment of three influential brands but also marks a significant global cultural exchange. Often hailed as the "King of Mandopop," Jay Chou is an Asian icon with versatile talents and interests, including songwriting, film directing, acting, and arts collecting, boasting hundreds of millions of fans worldwide. Active in the music industry since the 2000s, he has engaged in cross-disciplinary collaborations with major global brands, making him an ideal collaborator for this unique fusion.

Paris Saint-Germain, with over 50 years of history, stands as one of Europe's top clubs. The club actively collaborates, contributes to the community, and is committed to supporting disadvantaged young people.

Nobis, a brand long supported by and a collaborator in our own universe of Fête Chinoise, has rapidly developed into a leading Canadian outerwear brand. Now available in over 35 countries, Nobis is expanding its global reach by opening three retail stores in China in 2023.

Kevin Au-Yeung, president and co-founder of Nobis, leads the brand with a pursuit of fashion, high technical excellence, and innovation. Featured in our Edition 7: Perspective, Kevin continues to write an incredible story for his company. It is especially delightful to witness the brand's progressiveness and progress, making strides in cross-national collaborations, linking different realms of the world to Canada and enriching the global landscape.Having previously collaborated with PSG in 2017, Nobis takes a big step forward with this new collaboration that has given all of PSG and Jay Chou’s fans something unique to collect.

The convergence of these three powerhouses—Nobis, PSG, and Jay Chou—creates a fusion of culture spanning outerwear, sports, and Mandopop music. 

Anticipate more exclusive insights on this exciting collaboration in the coming week, as the collection drops!

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