As a native of Beijing, Li Xiang is good at building relationships with others — his enthusiasm and sincerity are irresistible. His career started shortly after he graduated with a dual degree in Visual Communication and Fashion Design when he co-founded SDL. He has brought countless projects to the studio and has collaborated with international clients like Loewe and Maison Margiela. But he was never satisfied. He is always looking for new opportunities and challenges. Communication is a big part of Xiang’s life: from design to football to whiskey to architecture… there’s no conversation he can’t be a part of, and this keeps him in good relationships among both domestic designers and creatives worldwide. Xiang is also a paradoxical person: he loves both Western fine dining and street food; he loves team sports and enjoys working alone… But his principle is crystal clear -- his heart.