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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.

Our core design principle

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


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