He established his eponymous brand RICO LEE in 2013 with a focus on the design and development of technical products. Rico was the first Chinese designer to hold 
a fashion show within the category ‘new outdoor’ in Shanghai fashion week. In 2014, he was the first Chinese designer to show urban outdoor wear in ISPO Beijing, and in 2016 the first Chinese brand to win the “BRAND NEW” prize at ISPO Munich. Focusing on the concept of ‘beautiful technology’ Rico keeps developing high-standard technical products for modern lifestyles.