About Us

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JNBY is a women's clothing brand that has grew together with the development of the Group, possessed of an eminent reputation and high recognition, and having attracted since its inception an entourage of followers with the same ideas about life. Embracing the persistent exploration of and persistence as to our products, JNBY has become the most representative women's clothing brand in China today with the philosophy it conveys of “Just Naturally Be Yourself” deeply rooted in the hearts of its customers. Our brand perseveres to combine design philosophy “Modern, Vigorous, Charming, Serene” together as well as to focus on research and improving materials, aiming to revive the sentiment of our designs through the experience of wearing them. 

Our story

JNBY Group, the most influential designer brand fashion house in China, was founded in 1994 with its headquarters located in Hangzhou, China focuses on creative design, research and development of process and technology to produce and sell branded apparel.JNBY Group houses a strong design team, a professional management team, supported by sophisticated operations as well as a global sales network. Operating under the core values of “Better Design, Better Life”, JNBY Group is devoted to building China's best platform for design, while implementing a multi-brand strategy combining the synergies of multiple brands aimed to “Interpret Tastes with Design, Quality Life”, to actively and continuously shape our brand image, and offer meaningful and quality lifestyles to the multi-dimensional retail market.

Check Our Chinese Website:cn.jnby.com

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JNBY adhere to offer distinctive couture of superb quality, pursue uniqueness, be a constructive market disrupter and seek for unceasing innovation. We care about the cultural expression behind clothing, but also the novelty of life. We embrace independent thinking, personalized expression, and distinctive trends. We apply our observations and experiences from daily life to define novelty for consumers, and communicate with the public our concept of “new”. We allow consumers to derive greater joy from their attire, which stems not only from having a unique appearance, but also in discovering the delight brought about by “design” in our lives, and in demonstrating a kind of approach to clothes and to life that we believe are uniquely pure and independent.

To experience life we use design, with practicality – rather than extravagance or ornateness – as its core. We interpret life with a simple attitude, emphasizing visual language to express different styles, having the qualities of both affinity and distinctive personality. We pursue styles with freedom that are more casual, more relaxed and reflect personal taste. We provide a platform for individuals to collaborate, to express their attitude of life, to accommodate different cultures and traits. We strive to diminish the perceptions over aging and traditional classifications, while affirming acknowledgement of differentiated lifestyles and similar tastes, and build JNBY Group's designer brand ecosystem on this basis.