In May 20, 2010, the famous casual wear brand "UMM" held a brand press conference at the 7 floor exhibition hall of Shanghai World Trade Center.

In more than half an hour's wonderful show, the model, wearing UMM's unique new dress, has brought an unparalleled visual feast to the audience, completely releasing the breath of UMM clothing.

The UMM brand was born in 1980s. It first appeared as a music record label and quickly achieved success in the music field all over the world.

In 80s and 90s, nightclub culture represented a young culture, which has gone beyond the realm of music and left an indelible mark in people's lives.

Since 90s, Italy fashion and Music Limited has purchased UMM brand, and has launched a series of costumes for boys and girls representing the new generation of fashion pioneer culture.

Once it was launched, it was well received.

After years of development, UMM clothing has always been sensitive to vanguard fashion culture as early as ever, always appearing in the most popular place, and intuitively leading and following.

With this attitude, UMM has made great progress and gained good reputation and trust in the international metropolis and young people all over the world.