Shanghai‘s scorching summer heat has sent Tom Holland searching for a new pair of shorts — a day before the “Spider-Man“ star’s press tour appearance on Friday, Holland was seen sightseeing and carrying a Semir shopping bag, wearing a pair of the brand’s denim shorts he had just bought at the local apparel company’s Yuyuan Garden flagship.
Semir, moving quickly to harness the moment, began pushing the Holland-worn item on its social media accounts and even initiated a “Spider-Man” fan screening event.
The item, a pair of black capri jeans, now known as “Holland brother style,” that retail for 149 renminbi, or $22, quickly sold out on Semir’s online stores, but the brand also launched a product edit called “Shanghai is simply too hot” to cater to market frenzy, which includes items that emulate Holland’s Shanghai off-duty look.
Semir’s livestreaming anchor dressed up as Tom Holland off-duty.
Screenshot/Tmall
Semir’s Yuyuan flagship is located within the tourist-heavy Yuyuan Garden district, where Holland, Zendaya and the crew were spotted sightseeing and enjoying some bubble tea. They later headed downtown to visit an Undefeated store, where an official “Spider-Man” apparel collaboration was on display.
“Spider-Man: Brand New Day,” the latest in the Marvel franchise starring Holland and Zendaya, is set to be released on July 31 in China. The costars will make an official appearance at Shanghai Film Art Center on Friday night. According to Maoyan, China’s largest movie ticketing platform, box office sales from advance screenings and presales have already surpassed 30 million renminbi, or $4.4 million.
Semir, founded in 1996 in the manufacturing hub of Wenzhou, began to rebrand itself as a “China qualitywear” label in 2024. The Yuyuan flagship, opened the same year, is central to Semir’s attempt to move back into prime locations and embrace larger-format stores.
Positioned as a “Future City Flagship,” the Yuyuan Semir store is currently renovating its second floor; once complete, it will span more than 16,000 square feet.
According to Semir’s 2025 annual financial report, the store generated 24.34 million renminbi, or $3.4 million, in sales, ranking third among Semir’s directly operated stores.
The brand’s flagship push is also a part of a broader channel reset. The company plans to gradually relocate around 1,000 stores into shopping malls, with directly operated stores expected to expand more quickly this year.
To test more conceptual projects geared toward the “urban youth” market segment, Semir collaborated with the British designer Marcus Clayton, formerly of Maison Kitsuné, on a “Master Series” capsule pop-up on Shanghai’s Wukang Road this April. The capsule will expand into a long-term project where guest designers can explore new fabrics, cuts and craftsmanship within the collection before popular styles are retooled for its main collection, according to Semir.
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