THE MAXNEW STORY
A family wardrobe.
A world of everyday possibilities.
Simple. Comfortable. Warm. Free. Clothing that makes room for the way you live.
FREE TO ROAM. LIVE UNBOUND.
Style starts with real life.
A familiar layer on a busy morning. An easy outfit for time together. A favourite piece that feels entirely your own. MAXNEW draws inspiration from these everyday moments.
Our idea of a family wardrobe brings people together while leaving room for individual expression. Across menswear and womenswear, we favour simple styling, comfortable silhouettes and versatile pieces that feel at home in different parts of your day.
Clothing is part of how we move through the world. We want that experience to feel relaxed, welcoming and personal.
Explore available styles →OUR PHILOSOPHY
Four ideas we come back to.
Simple, comfortable, warm and free. These ideas guide both the clothes we imagine and the way we want people to experience MAXNEW.
Simplicity
Clean design and useful details. Pieces that work together, leaving room for the person wearing them.
Comfort
Ease is central to our approach: how a piece feels, how it fits and how it moves through an ordinary day.
Warmth
Clothing is part of time shared with others. Our idea of warmth is rooted in care, connection and a welcoming experience.
Freedom
Space to dress in your own way. Familiar pieces that can be combined around your style and your life.
CREATIVE BASIC
A familiar foundation.
A fresh point of view.
Creative Basic is our approach to everyday dressing: simple design, considered fits and details that give a familiar piece its own character. We think about the fabric, the cut and the ways a garment can be worn.
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Start with the essentials.
Classic foundations bring versatility to a wardrobe, with clean lines and practical combinations.
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Look again at the details.
Updated proportions, functional details and a touch of individuality give everyday basics a new perspective.
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Make room for different moments.
From commuting and time off to casual gatherings and home life, our aim is clothing you can wear in more than one way.
IN OUR STORES
The family wardrobe,
made into a place.
Our store concept brings clothing for different people and everyday occasions into one shared space. A relaxed, welcoming environment gives you room to look, compare and discover at your own pace.
A welcoming entrance.
The MAXNEW identity, brought into a physical space.
Ideas you can see together.
Clothing and outfit combinations displayed side by side.
Everyday life in the details.
Shared moments and familiar colours throughout the space.
OUR STORE STORY · 2024–2025
A few places in our journey.
Selected store projects documented in our February 2025 brand introduction.
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Ningbo · Ninghai
Xizi International
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Quzhou
Nanhu Hengtai City
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Wuhan
Huiju Shopping Centre
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Changchun
Eurasia Shopping Mall
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Hangzhou
Gongshu Powerlong Plaza
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Shanghai
Zhonggeng Roaming City
Archive photography shows past collections and store displays. For current locations and visiting details, speak with our team.
Ask about our stores →OUR COMPANY
Experience behind the everyday.
MAXNEW is a brand of HONG KONG BESEA GROUP CO., LIMITED, a limited company incorporated in Hong Kong on 3 November 2003. The company brings years of apparel experience to menswear and womenswear across categories.
Combining online retail with physical stores across China, we serve customers and business partners in the United States, Europe, Southeast Asia and other international markets.
FOR PEOPLE AND PARTNERS
One brand. More ways to connect.
Choose available pieces for your own wardrobe through our online store. For boutiques, retailers and wholesale buyers, our team helps put together a selection suited to your business.
From an individual product question to a larger order, we aim to offer thoughtful clothing and dependable supply support.
Discuss a business enquiry →LOOKING AHEAD
More possibilities.
The same everyday purpose.
Our ambition is to bring the MAXNEW approach to more people, while staying close to the needs that shape everyday dressing.
Develop the family wardrobe.
Our broader brand vision brings together menswear, womenswear, childrenswear and home dressing. We want that idea to keep responding to real people and different moments of life.
Bring experiences closer.
We aim to strengthen the connection between physical stores and digital channels, making it easier for people to discover the brand, share feedback and stay in touch.
From China, towards the world.
Our long-term direction is to introduce this simple, comfortable and personal approach to everyday clothing to more communities around the world.
This is the direction we are working towards. Explore the current online collection to see the styles available here today.