Taobao Flash Sale breaks into the fashion circle, and trendy brands start to panic.

Ridercore is in vogue

Recently, on the exotic Central Street in Harbin, several speeding orange figures captured the attention of a large number of tourists.

The eye - catching orange - and - black color combination, the handsome and sleek inverted - triangle silhouette, and the highly prominent Velcro logo. After the food delivery riders changed into their new uniforms, at first glance, people might think that F1 had come to life.

"Because it's orange, it's very eye - catching and gives a fresh feeling." "You can spot them at first sight on the street. It really adds points to Harbin." Tourists picked up their phones one after another to record these moments and shared these handsome scenes on social platforms.

This new trendy style emerging from the food delivery riders' uniforms, which combines professional protection, functional aesthetics, and street fashion sense in its dressing paradigm, has gradually formed a new fashion trend - Ridercore, the urban rider style.

This Ridercore trend originates from the latest autumn rider uniforms launched by Taobao Flash Sale. Recently, Taobao Flash Sale and Ele.me announced that every active and stable rider will receive a full set of new equipment for free, including new uniforms, new helmets, and new food delivery boxes. This means that we can see these handsome riders in more cities.

On August 26, Taobao Flash Sale and Ele.me officially announced eight urban riders as the "ambassadors for urban rider uniforms", allowing the riders to represent their own clothing.

If Racecore, which has become extremely popular in the racing circle, represents the speed and passion on the race track, then the fashionable Ridercore is a fashion expression deeply rooted in the streets. It starts from daily life, grows from the urban streets, and focuses on the food delivery riders shuttling through the alleys.

Its sleek and eye - catching color combination and the style of racing suits quickly swept both online and offline as soon as it was released.

The design with straight shoulder lines and a cinched waist not only meets the riders' activity needs but also shows a distinct professional temperament, highlighting the urban riders' professional image that combines vitality and professionalism.

A uniform that originally belonged to a profession has now been given trendy attributes and has suddenly become a fashionable item that ordinary people are eager to pursue and obtain.

In the past week, this set of orange uniforms has attracted people from all walks of life to "change outfits", including brand managers, well - known framers, bodybuilders, movie crew members, short - drama/advertising actors, quantitative strategy analysts, founders of photography studios, etc. They posted photos of themselves wearing the rider uniforms on social platforms to pay tribute to the rider group.

Quantitative strategist Jack Yang wearing the rider uniform

After the rider photos were released, netizens said they were "captivated" by the Ridercore urban rider style. "I've seen several sets of photos of urban riders! They're really well - shot. This outfit looks good on anyone! Is this the rider uniform from Taobao Flash Sale? The times have really changed."

Some people also keenly noticed this street fashion trend triggered by the uniforms. "Why can't this be considered China's own street culture?"

Actor Lü Zhi'en wearing the rider uniform

In today's era of mass consumption, the rider group is more and more in sync with urban development. Food delivery riders are a commonly seen group in the city, and their professional image carries the symbols of "speed + urban mobility". The popularity of Ridercore is not only an upgrade of a uniform but also a transformation of a fashion paradigm.

It means that fashion is moving from the closed catwalk to the open streets; trends are no longer just defined by brands and designers but are returning to life and ordinary people.

The return of functional aesthetics: Beauty verified by life and profession

Ridercore is not about the cool and stylish look on the race track, nor is it the delicate and high - end style in luxury brand windows. Instead, it is a practical aesthetics rooted in daily life. The functions it offers all have a kind of "beauty verified by life and profession".

In terms of appearance, Ridercore inherits the sleek inverted - triangle silhouette and fluid line design of racing suits, combining a tough look with urban functionality. It is very suitable for wearing while cycling. It is convenient for movement without restricting the body, and it is also sturdy and safe, so you don't have to worry about "losing your equipment" during a fast ride.

Many people also say that the black - and - orange color combination looks like what rescue workers or emergency support personnel wear. "It's reassuring to see the bright orange when you open the door."

In addition to looking handsome, the new rider uniforms also take into account various work scenarios of urban riders in their design.

For riders, special attention should be paid to bad weather such as rain, snow, and strong winds. During rainy and snowy days, there are more food delivery orders but fewer riders taking them, which often leads to a large number of orders. And bad weather also increases the risk of travel.

Considering this, Ridercore chooses a 3L composite functional fabric that is wind - proof, breathable, and water - repellent to cope with the changeable climate during cycling and ensure the health and safety of riders.

The inner layer is made of graphene, a material commonly used in trendy brands. It has very obvious patterns and metallic features, and also has relatively high warmth retention and basic breathability under the same conditions.

Nighttime is often another "hidden" peak period for food delivery. Considering the safety of night travel, the front of the uniform uses spliced reflective materials, and the reflective strips on the back are placed at the back seams. This not only ensures cycling safety but also has a sense of fashion.

According to the survey and statistics in "Beijing Population Blue Book: Research Report on Beijing Population Development (2022)", traffic accidents account for 29.3% of the unpleasant experiences of food delivery riders during work. Safety risk is an issue that cannot be ignored in this profession.

The new rider uniform has an orange card pocket at the cuff for displaying information cards. It can store the riders' information cards, which, in addition to their personal information, also indicate the contact information of emergency contacts and blood types. If a rider has an accident, people around can know more about them and provide timely help.

The three - in - one fanny pack designed for the waist of the rider uniform shows the obvious care for urban riders: It includes a "Yuwell medical kit + charging pack + phone case". The medical kit contains standard first - aid supplies and can be detached. In special circumstances, it can be taken off for self - rescue or given to passers - by in need.

Besides, there are many thoughtful little details in the whole rider look.

Searching for "cute moments of food delivery guys" on social media, we can see swinging figurines pasted on the handlebars of electric bikes, Labubu dolls hanging beside the insulation boxes, and small fans on the hats that spin with the wind... The food delivery electric bikes seem to have become the riders' "decorated cars", expressing their love for life.

The rider uniform design also takes note of these details that netizens love to talk about. It specially features decorative shoulder patches and Velcro decorations on the waist, giving urban riders plenty of space for DIY and turning the uniform into a "decorated uniform", to accommodate the softness and beauty in the hearts of urban riders.

"Professional, safe, comfortable, and practical" - this is the fundamental difference between Ridercore and other trends. Every design starts from the "real needs of riders", and every ingenious idea reflects the attention and consideration for the daily details of urban riders.

It not only breaks the circles and barriers of fashion but also transforms the uniforms of the labor group into trendy symbols. It announces the return of functional aesthetics. True coolness, handsomeness, and beauty are not just about decoration but also come from practicality and authenticity.

Ridercore, defining decentralized fashion

The traditional fashion dissemination path is often top - down. Generally, it goes through such a process: from the designs of well - known designers to the grand shows of luxury brands on the catwalk, from the elite consumers wearing them to the public imitating them. High thresholds and elitism are the characteristics of traditional fashion.

However, the popularity path of Ridercore is exactly the opposite: starting from food delivery uniforms, it emerges and spreads on various social media platforms, attracts the attention and connection of different circles, and finally achieves spontaneous participation from the public.

Ridercore is a decentralized fashion for the whole people, following a bottom - up dissemination path. This time, the right to define fashion has once again returned to ordinary people. Every urban rider, every worker, can find a sense of belonging and glory in their own profession and become a "fashion icon" in their own lives.

Huang Xiaoqin, a female rider in Hangzhou, has been delivering food for many years and is quite famous on social media platforms. She is also one of the first batch of food delivery workers to wear the rider uniforms. In the photos, she wears an orange helmet and the rider uniform, with a bright smile on her face. Netizens commented one after another, "Sister, you're so cool!" "Full of strength and a sense of security!"

In reality, Huang Xiaoqin is also the best ambassador for the Ridercore style: After trying on the new rider uniform, she suggested to the platform that "the reflective strips on the back should be thickened" to speak up for the safety of riders; she shoots video tutorials to guide newly - appointed riders on the best delivery routes and small transportation tips for different types of food; the "Scholarship for Riders' Children" established by the platform at her initiative has relieved the pressure on more riders to support their families.

In the fashion advocated by Ridercore, there are no limitations of gender, age, or profession. Identity is no longer defined by money or social class but by actions.

When the halo of aesthetics is projected onto the labor group, every ordinary individual becomes extraordinary.

Decentralized fashion flows in the simplest connection network among people, connecting people with different professions, genders, and identity backgrounds. Whether you're a rider, a dancer, or a financial analyst, everyone can have the spiritual core of Rider - "free, fashionable, fearless, and brave", which is exactly the kind of trendy style that this era hopes to have.

In fact,