JNBY Concept

JNBY Concept is the Chinese contemporary fashion brand and retail operation founded in 1994 in Hangzhou by Li Lin and Wu Jian as one of the defining post-1990 Chinese contemporary fashion operations. The brand operates hundreds of locations across mainland China including Hangzhou (the brand's original location), Shanghai, Beijing, and the broader Chinese national network, plus international flagships in Vancouver, New York, and London. The JNBY vocabulary built up around in-house JNBY designer label collections that draw on Chinese contemporary fashion conventions, paired with the broader JNBY Group sub-banner network including JNBY (the main banner), CROQUIS (men's), less (premium), Pomme de terre (children's), and the broader JNBY family of brands. The brand operates at contemporary fashion price points that distinguish JNBY from the higher-end Chinese luxury operations and from the lower-end mainstream Chinese fast-fashion retail. JNBY Concept operates hundreds of Chinese locations plus international flagships and a robust e-commerce platform. The brand's customer base—heavily skewed toward Chinese millennial and Gen X contemporary fashion customers—treats JNBY as one of the defining post-1990 Chinese homegrown contemporary fashion brand-and-retail anchors. For Hangzhou, Shanghai, Beijing, and broader Chinese tier-one and tier-two customers building a Chinese contemporary fashion wardrobe through the post-1995 era, JNBY Concept has been one of the defining retail destinations.