Wang Yaoyu's black T-shirt and skinny jeans are appropriate work attire for this 29-year-old. 

He is part owner of Dong Liang Studio, one of the first boutique stores in Beijing devoted to showcasing independent Chinese designers' products. 

In November 2009, Wang and his business partner, Nan Lang, opened the retail store in Wudaoying hutong, Dongcheng district. 

Wang says the quiet hutong, a narrow alley, is the perfect location for a boutique store. 

"Right now there are only a small number of people into designer clothing, so it's not necessary to put Dong Liang in a noisy shopping mall," he says. 

With its clean and simple design, the store's decor reflects an old Chinese home. The wooden desk and exposed beams give it an antique look. 

But no typical Chinese elements can be found in the clothing. Most of the items have a Western feel, and come mainly in two colors: black and white.