History

The company behind HIMISS is Shantou Haimeisi Clothing Co., Ltd., located at No. 737 Old Hehui Road, Heping Town, Chaoyang District, Shantou, Guangdong. A U.S. trademark filing identifies the company as the owner/applicant for the HIMISS name.1

The earliest specific evidence located for the HIMISS name comes from 2020. The U.S. trademark application subsequently stated that HIMISS had first been used anywhere by August 1, 2020, and in commerce by August 31, 2020. The application itself was filed on December 1, 2021.1

This means that 2020 is the earliest publicly documented date for commercial use of the HIMISS clothing mark, rather than necessarily the company’s founding year.

Products

HIMISS appears to have operated primarily as an apparel brand/manufacturer, with women’s fashion being an important part of its product range.

The company’s U.S. trademark application covers a relatively broad selection of clothing, including:

• coats and overcoats
• jackets and outerwear
• knitwear
• pullovers
• shirts and T-shirts
• sweaters
• sports jerseys
• waistcoats
• women’s shirts
• dresses
• skirts
• blouses

The trademark filing places these goods in International Class 25, the standard trademark category covering clothing, footwear and headgear.1

Swimwear and beachwear

HIMISS is particularly associated with women’s swimwear in online retail and secondary-market listings. Examples of products sold under the HiMiss/HIMISS name include one-piece swimsuits, bikinis, racerback swimwear and other women’s beachwear.2

There is also evidence that Shantou Himiss Clothing Co., Ltd. marketed itself internationally as a swimwear supplier. An Alibaba supplier listing describes the company as offering women’s bikinis, swimsuits and beachwear, with North America identified as its largest listed export market.

This suggests that HIMISS has had a business model combining brand-name apparel with international manufacturing/export activity, rather than functioning solely as a traditional fashion house.

Manufacturing and export orientation

Shantou is an important manufacturing center within Guangdong’s broader textile and apparel industry. The available commercial information places HIMISS within this manufacturing/export ecosystem.

The Alibaba supplier information associated with Shantou Himiss Clothing Co., Ltd. describes its main products as custom-made women’s swimwear and reports North America as its largest market, followed by Southeast Asia. These figures are supplier-provided commercial information rather than independently audited company statistics, so they should be treated accordingly.

Trademark

HIMISS has been the subject of multiple trademark records, which is important because HIMISS is not a completely unique name internationally.

For the Chinese apparel company, U.S. trademark application Serial No. 97150952 was filed on December 1, 2021, by Shantou Haimeisi Clothing Co., Ltd. The application describes HIMISS as a standard-character mark and covers clothing including women’s dresses, skirts, blouses, shirts, sweaters, jackets and T-shirts.1

The filing explicitly states that the word “Himiss” has no meaning in a foreign language and has no particular significance in the relevant trade or industry, according to the applicant’s declaration.1

There are also other U.S. trademark records for the word HIMISS belonging to different parties. Consequently, a trademark search for “HIMISS” can produce results unrelated to the Chinese clothing company.1

Earlier medical-mask production

An interesting part of HIMISS’s corporate history is its involvement in protective masks during the COVID-19 period.

Government and regulatory documents from 2020 identify Shantou Himiss Clothing Co., Ltd. as a manufacturer associated with medical/protective masks. For example, Ecuador’s sanitary authority listed the company as the manufacturer of a medical mask product, while Argentine regulatory documentation likewise identifies Shantou Himiss Clothing Co., Ltd. as a manufacturer of masks.

A CDC/NIOSH archive also contains testing information for a product from Guangdong Shantou Haimeisi Clothing Co., Ltd., described as a self-suction filter particle respirator.

This appears to represent a COVID-era expansion/diversification into protective equipment, rather than HIMISS’s core long-term identity as an apparel brand.

Brand positioning

Based on the publicly available product and supplier evidence, HIMISS can best be characterized as an affordable, export-oriented women’s apparel brand/manufacturer, with a notable emphasis on swimwear and beachwear.

Its characteristics appear to include:

1. Women’s fashion focus
The trademark specification explicitly includes women’s dresses, skirts, blouses and shirts.1

2. Swimwear specialization
Commercial supplier listings strongly associate the company with bikinis, swimsuits and beachwear.

3. International distribution
The company’s commercial profile indicates sales/export activity outside China, particularly toward North America and Southeast Asia.

4. Broad rather than luxury positioning
The available evidence points toward mass-market/online apparel and manufacturing rather than a luxury fashion-house model.

5. Manufacturer-brand relationship
Unlike brands whose manufacturing and brand ownership are clearly separated, HIMISS appears closely connected to the clothing manufacturer itself.

There is some variation in the English rendering of the company name:

• Shantou Haimeisi Clothing Co., Ltd.
• Shantou Himiss Clothing Co., Ltd.
• Guangdong Shantou Haimeisi Clothing Co., Ltd.

These names appear in different commercial and governmental records referring to the same or closely related corporate entity. The U.S. trademark filing uses Shantou Haimeisi Clothing Co., Ltd., while regulatory documents use variants containing “Himiss.”1

The company address appearing in the trademark documentation is:

No. 737 Old Hehui Road, Heping Town, Chaoyang District, Shantou, Guangdong 515100, China.1

One potential source of confusion is that HIMISS is not exclusively associated with one entity.

For example, another HIMISS trademark was registered by Brand Services and Holdings LLC in the United States, and there is also an Italian DJ/artist using the stage name HIMISS. Neither should automatically be assumed to be connected with the Chinese clothing brand.1

For apparel research, the relevant entity is the Shantou Haimeisi/Himiss Clothing business.

HIMISS appears to have considerably more visibility through online commerce, wholesale/export channels and resale marketplaces than through major fashion publications.

For example, second-hand marketplace listings show HIMISS/HiMiss swimsuits and other women’s apparel, including bikinis and one-piece swimsuits.2

This gives HIMISS the profile of a commercial/online fashion label with an international manufacturing and distribution footprint, rather than a celebrity-led or runway-oriented fashion brand.

HIMISS is a Chinese apparel label associated with Shantou Haimeisi Clothing Co., Ltd., based in Shantou, Guangdong. Public records document commercial use of the name from at least 2020 and a U.S. trademark application filed in 2021 covering a broad range of women’s and general apparel.1

The brand is especially associated online with women’s swimwear, bikinis and beachwear, while its formal trademark scope is considerably broader, covering shirts, T-shirts, dresses, skirts, blouses, sweaters, jackets, coats and other garments.1

Historically, the underlying company also participated in protective-mask production during the COVID-19 pandemic, with its products/manufacturing appearing in several government and regulatory records.

Overall, the available evidence supports describing HIMISS as an internationally oriented Chinese women’s apparel/swimwear brand and clothing manufacturer, with a stronger presence in e-commerce and wholesale channels than in mainstream fashion media.

1. TEAS Plus New Application for Himiss
2. HiMiss Products for Sale up to 90% Off Retail: Poshmark