South Korean fashion brand ShinWon Corp. and Chinese retailer Golden Eagle Retail Group Ltd. have collaborated to launch a joint menswear brand, Mark M, in China, according to a report by Maeil Business Newspaper on Dec. 4.

The Mark M branded products have been rolled out in several Golden Eagle-owned department stores in major cities in China. Golden Eagle operates 30 department stores in China.

The new menswear brand targets young consumers that are part of the "post-1980s" generation in China, reported the Korean news publication.

The report also noted that Shinwon will be in charge of the brand's design and marketing while Golden Eagle will preside over local distribution.

Both companies are expected to seek an initial public offering of the joint venture in Hong Kong, according to the report.