Exciting stuff ! One of our favorite brands of 2010, JNBY, keeps springing up across news websites and fashion blogs this summer. Great to know we are far from alone in loving their cleverly designed “morphing” clothes.

JNBY – which stands for “just naturally be yourself” is a line based in China that made its U.S debut last season. It’s got that drapey, architectural appeal that’s good for layering in L.A’s hot to cool, days to nights as well as a slightly dark, goth aesthetic that Rick Owens’ followers love, and with a price point that’s a little gentler on that Comme des Garcons wallet.

from latimes.com All The Rage blog.

JNBY (Since 1994), an acronym for Just Naturally Be Yourself, is a fashion label out of Hangzhou, China, with a cult following among artists and celebrities in that country. If you didn’t already know this clothing was designed in China, you’d think it had come from a serious design workshop in Japan or Belgium because so many of the complex cutting/construction techniques and design details feel inspired by fashion giants like Yohji Yamamoto and Ann Demeulemeester.

from Fashion&Beaury blog at frugalbits.com.

“MODERN” is a term so routinely invoked in fashion-speak that it lost its meaning long ago. But without quite intending it, JNBY, a new loftlike boutique in SoHo, has revitalized that concept, lending “modern” a near-prophetic ring.

from Fashion&Style Critical Shopper blog by Ruth La Ferla on nytimes.com.

All articles praise versatility and youthful look of JNBY designs. With 2, 3 different ways to wear each piece, their clothes are not only practical, but simply so much fun to play with!

(find our JNBY picks in Tops, Bottoms and Dresses).