Our Story

ABOUT US

"WE CREATE CLOTHES MADE TO ENDURE, TRANSLATING OUR UNDERSTANDING OF LIFE THROUGH NATURAL MATERIALS."

LI LIN — Founder of JNBY

In 1994, JNBY was founded in Hangzhou, China by LI LIN.

Growing up among Hangzhou’s misty tea fields and lakes, Lin was fascinated by the tactile world - touching raw cotton, tracing natural patterns, and observing the effortless elegance of local women.

Though she later studied chemistry, her heart belonged to art and raw materials. That’s how JNBY came to be: born from those serene memories, organic textures, and the free-spirited women whose poetic lives she wanted to dress.

"JUST NATURALLY BE YOURSELF"

Not Just A Slogan

At the heart of JNBY is a simple vision for the women we dress.

Imagine a girl who chooses a jacket that makes a room take her seriously, rather than the one she truly loves. She hears "dress your age" and quietly puts something back. She softens a "no" into a "maybe."

But then, occasionally, she meets someone who doesn't do this. Someone who isn't louder, but simply seems at rest inside her own life. She says "no" without a preamble. She has stopped auditioning - and people relax around her because she isn't asking them for anything. She is just, naturally, herself.

"DRESS FOR WHO YOU ARE & LIVE ARTISTICALLY"

We believe clothes play a small, vital part in this - a decision you make alone, before anyone is watching. That is why our garments carry no logos, and why the details reveal themselves slowly. They are not there to speak for you. They are there so that nothing speaks over you.

You don't have to become anyone else. You only have to return to yourself.

JNBY — Just Naturally Be Yourself

"THE JNBY WOMEN"

JNBY’s community first took root among self-possessed women in local art and media circles. Over time, it has expanded globally, connecting a network of kindred spirits who share the same values and refined taste.

Maye Musk, Fashion Icon & Speaker

Duan Ni, Dancer & Founder

Yu Hong, Artist

Xin Zhilei, International Actress

Charlotte Eta, Artist & Model

Zarina Green, Model & Influencer

"ART AS OUR EVERLASTING INSPIRATION AND A CAUSE WE PROUDLY SUPPORT"

“BY ART MATTERS”: Contemporary Art Museum Supported by JNBY

ART BASEL: Official Partner for Staff Uniforms

ART RESIDENCY PROJECT: Our Non-Profit Programme & Centre Supporting International Artists

TAO DANCE THEATER: Longstanding Artistic Partner of JNBY

"WEAVING EASTERN AESTHETICS AND CRAFT INTO CONTEMPORARY LIVING"

Every season, we launches capsule collections inspired by heritage craftsmanship with our "Eastern Artistry" project - not only to preserve and evolve these traditional arts, but to honor the human stories woven behind them.

23AW: Suzhou Embroidery

24SS: Kongshen Pleating

24AW: Tin Embroidery

25SS: Miao Silver Filigree Craft

25AW: Huaxian Shadow Puppet

26SS: Sun-Bleached Dyein

"HUMAN-CENTERED, NATURE FIRST"

It's our long-standing promise to our community and the planet - as of 2026, sustainable raw materials represent 30% or more of our total raw material procurement by total weight.