Our Story

About JIANGNANBUYI+

Since we opened our doors in 1994 in Hangzhou, China, JNBY has been singularly focused on creating a vibrant fashion destination and creative brand space that appeals to loyal fans and potential customers alike. We have always encouraged people to 'Just Naturally Be Yourself' and express their true identities through fashion.

is to enhance people's lives through our commitment to "Better Design, Better Life." Over the last three decades, this commitment has driven us to expand our portfolio beyond our flagship brand, JNBY, to include womenswear (LESS), menswear (CROQUIS), kidswear (jnby by JNBY and POMME DE TERRE), and home and lifestyle (JNBY HOME).

portfolio of brands

We also strive to connect with our customers in a way that reflects our brand's philosophy, passion for design, and dedication to providing exceptional service. We want to make the shopping experience more than just a transaction and create an immersive environment where customers can fully engage with our brand and the lifestyle we promote. We aim to create a space where people can let go of their reservations and embrace a life of remarkable design options.

JIANGNANBUYI+ ESG

As one of China’s leading designer brands we embrace the responsibility of fostering the healthy development of the apparel industry.

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About JIANGNANBUYI+

Our core design principle

portfolio of brands

JIANGNANBUYI+ ESG

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