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).

JNBY stands for Jiang Nan Bu Yi, which simply means “Jiang Nan Fabric Clothing”. It is also being popularized in US and other international markets as “Just Naturally Be Yourself”.
Based in the beautiful city of Hangzhou, with 500 stores worldwide and boutique shops openings in New York, Tokyo, Moscow, Shanghai and Paris JNBY grew into a recognized and truly international brand.
Many of JNBY models have a peculiar quality – they can be worn in two, sometimes three different ways. Sleeves transform into a waistband, hoods become scarves, while some models can be equally worn front and back, so there’s really no wrong way to put them on!
English speaking bloggers and reporters like to call their garments “morphers” and “shapeshifters” for these qualitites.
While oriented more towards younger customers, JNBY collections are large enough to include both expressive and energetic garments, such as their Rock and Jungle pieces, and more relaxed, neutral, even formal models like in the Zen and Nature collections.
Another trait of JNBY designed garments is almost exclusive use of natural fabrics, such as cotton, ramie, silk and linen. This not only gives the clothes better feel and look, but also makes it easier to care for the clothes – washing and drying a cotton blouse is  something everyonce can do without even looking at the care instructions label.

You can find over 100 JNBY items currently listed in our Tops, Bottoms and Dresses sections.

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