About MiiOW
MiiOW (stylised as MIIOW; Chinese: 猫人, Māorén, meaning “Catman”) is a Chinese fashion and lifestyle brand best known for its underwear, loungewear, socks, pyjamas, and thermal apparel. Founded in 1998, the brand has grown into one of China’s most recognisable innerwear companies, focusing on combining comfort, functionality, and fashion. Today, MiiOW sells products across China and internationally through e-commerce platforms and retail partners.1
History
MiiOW was established in 1998 by MiiOW International (Hong Kong) Co., Ltd., also known as Catman International. The company later established major operating centres in Wuhan and Shanghai, expanding its design, manufacturing, and distribution capabilities throughout China.
During the early 2000s, MiiOW experienced rapid growth in the Chinese innerwear market, evolving from a lingerie-focused company into a comprehensive apparel brand covering underwear, casual clothing, sportswear, children’s wear, and home textiles. Industry reports describe the company as one of China’s leading fashion innerwear brands.
Products
MiiOW primarily manufactures and sells:
- Men’s underwear (boxers, briefs, trunks)
- Women’s underwear (panties, bras, bralettes)
- Thermal underwear
- Pyjamas and sleepwear
- Loungewear
- Socks
- Leggings
- Children’s innerwear
- Sportswear
- Homewear
The company emphasises lightweight, breathable fabrics such as cotton, modal, ice silk, bamboo blends, and antibacterial performance fabrics. Many products focus on moisture management, stretch comfort, and everyday wear.
Brand philosophy
MiiOW positions itself around the idea that everyday clothing should prioritise comfort without sacrificing style. Its product development focuses on soft-touch fabrics, breathability, ergonomic fit, modern minimalist design, and affordable pricing. The brand markets itself as providing comfortable essentials suitable for daily life across different age groups.
Manufacturing
MiiOW operates through a large supply chain in China that includes product design, textile sourcing, manufacturing, quality control, and distribution. The company has also collaborated with OEM and textile manufacturers specialising in functional fabrics and apparel production.2
Market presence
MiiOW has an extensive retail presence in China through brand stores, department stores, shopping malls, online marketplaces, and cross-border e-commerce. Internationally, MiiOW products are available through various online retailers and export channels, although its strongest market remains mainland China.3
Product categories
Current product lines include:
| Category | Examples |
|---|---|
| Men’s | Boxers, briefs, thermal wear, pyjamas |
| Women’s | Bras, panties, shapewear, pyjamas |
| Kids | Underwear, socks, thermal clothing |
| Home | Loungewear, sleepwear |
| Accessories | Socks, leggings |
Materials
Common fabrics used by MiiOW include premium cotton, modal, ice silk, spandex blends, mesh performance fabrics, and antibacterial textiles. These materials are selected to improve softness, elasticity, breathability, and moisture control.
Design style
MiiOW products generally feature minimalist aesthetics, neutral and solid colours, seamless construction on selected products, lightweight designs, and functional everyday basics. Seasonal collections may also include graphic prints and fashion-oriented styles.
Sub-brands
Over the years, MiiOW has introduced several sub-brands targeting different consumer segments, including:
- MiiOW Classic
- MiiOW Secret
- MiiOW Sports
- MiiOW Kids
- MiiOW Sexyzone
- Other lifestyle-focused collections
These sub-brands address varying needs such as premium basics, sportswear, children’s apparel, and fashion-forward innerwear.
Brand recognition
MiiOW is widely recognised in China as a major innerwear brand and has received industry recognition for its growth and market presence over the years. It has become particularly well known for thermal underwear and everyday essentials sold through both physical retail stores and online platforms.4
Sales channels
MiiOW products are sold through official brand stores, Chinese e-commerce platforms, international online marketplaces, department stores, and retail distributors. The company has expanded its international reach through cross-border e-commerce in recent years.
Corporate overview
- Founded: 1998
- Industry: Apparel, Fashion, Innerwear
- Headquarters: Hong Kong (corporate registration) with major operations in Wuhan and Shanghai, China
- Products: Underwear, bras, pyjamas, socks, thermal wear, loungewear, sportswear
- Primary Market: China
- International Availability: Yes, through export and online retail channels5
See also
- Chinese apparel industry
- Innerwear manufacturing
- Functional textiles
- Thermal clothing
