New Project Center (NPC)

Blinged-out stainless steel doors. Thudding hip-hop music. Astroturf walls and carpeting. It sounds tacky but somehow works, creating a modern, urban and athletic atmosphere that carries over to the clothing. Just like its thriving predecessor in Shanghai, NPC Beijing is well-stocked with street wear – including oversized graphic tees (RMB 360), baggy jeans (RMB 880), varsity jackets (RMB 2,800) and special edition sneakers (starting from RMB 1,098) – as well as labels like Michael Lau, Nike Sportswear, Casio and G-Shock. Star power further bolsters the store brand – the employees are quick to drop the names of the celebrity owners Wilber Pan (perhaps better known for his song “不得不爱” or “Bu de bu ai”) and Channel [V] VJ Cheng Li.