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In 2012, Jiawei Qiu (Kevin Chiu) established Jiaxing
Zichi Trade Co., Ltd. in China’s eastern
province of Zhejiang. At that time, it was
just a micro start-up company.


As brand awareness is associated closely with a
certain company's product and service, a meaningful
and catchy brand name was indispensable. Original, reliable, optimistic, leadership, aspiring and
young, ideals and beliefs were given, that’s how
“OROLAY” brand came into being.


Discovering the advance of the Amazon, Kevin
Chiu opened the first “OROLAY” brand store on it.
The intimate connection between Orolay and
Amazon was started from that moment.


Establishing Orolay Design Center in 2016, Zichi
company focused intently on the design and
development of 092 series (which was known as
“The Amazon Coat” later) since then.


092 series won the top three of Amazon's Outerwear
category for its excellent design in this year.
Sales increased constantly, whose momentum was
like a tide, till this coat showed up on streets from
New York to Chicago to California. With a combination
of word of mouth, more and more people joined
and became part of the movement. A down jacket beat
the winter, while innovation and focus won the praise.


In March 2018, New York magazine published an article
 detailing "The Unlikely Tale of an
Amazon Coat That's Taken Over the Upper East
Side." The effect of social media brought great
exposure to 092 series, since which, “The Amazon
Coat” took the internet by storm.


“The Amazon Coat” brought a kind of fashion which
most people could afford. Katrina Hutchins, a fan of
“The Amazon Coat” and event planner, came up with
“a charity happy hour” idea, which turned a coat craze
into something more valuable.


2019 turned out to be a significant year for Orolay.
With the influence boost of Instagram,
a new wave of social media coverage began,
making “The Amazon Coat” go viral on Internet.
In January 2019, Reuters visited Zichi company
specially to dig the start-up story behind the success
of “The Amazon Coat”, while in February,
ABC News reported what a hit it was.


On Amazon Prime day in 2019, which was a two-day
epic parade of deals that started on July 15,
Orolay’s one-day sales hit a new high. It seemed that
the enthusiasm for “The Amazon Coat" had never
been undermined. In November, “The Amazon Coat”
appeared on Amazon Live on Black Friday and
Rachael Ray Show. In December, “The Amazon Coat"
was selected in Oprah's Favorite Things 2019.


Orolay’s success is due in part to the influence of
shoppers’ peers and social media. What matters
more is its competitive pricing and a design that
found favor with U.S. consumers. Establishing a
fashion brand beloved by people all around the world
 was, is and will be our goal. We never stopped
at brief brilliant, but continue to make affordable
fashion products with high-quality.