JNBY, one of China’s most successful domestic brands–it currently has more than 100 stores–launched its children’s line, jnby, and has continued to push out a brilliant array of functional separates for boys and girls.

The brand’s women’s collection, which was founded back in 1994 in Hangzhou by a group of fashion students, forms the core aesthetic behind the children’s line, as many of the design ideas have filtered down the chain.

The name JNBY (‘Just Naturally Be Yourself’) is rather Chinglishy, but the look is fashion-forward and innovative, and it has a significant presence overseas, with stores throughout Asia, Europe and the US. Bargains hunters should head to the brand’s Tmall page for big discounts. We spied chunky, colorful knits for boys at 172RMB (down from 345RMB) and, for girls, we saw trench coats for 292RMB (down from 595RMB) and quirky party dresses for 182RMB (down from 365RMB).

Address: 3/F, Ginza Mall, 48 Dongzhimen Waidajie 东直门外大街48号银座三层

Category: Clothing & Accessories

Name in Chinese: 江南布衣 Phone: 8454-9822 Website: http://www.jnby.com/ Opening Hours: 10am-10:00pm