LONDON — On the eve of releasing its half-year results, JNBY, a leading apparel-maker in the designer fashion sector in China, has announced the launch of a men’s wear and kids’ wear brand called A Personal Note 73. JNBY said it wants to use this brand, which will be “all about personality,” to expand its product offering to the fast-growing, fashion-forward Chinese consumers.
Italian fashion designer Andrea Pompilio, an expert in combining color and mixing materials, will be designing two collections a year for the new brand and will be working between Hangzhou, where JNBY has its headquarters, and Milan. Pompilio’s official role with JNBY is still under discussion, and will be announced soon.
“I am working 360-degrees with JNBY on the new brand,” said Pompilio, who will not only design the clothes, but who will also be in charge of the campaign and store design. “It is called A Personal Note 73 is because it is my personal notebook. It is about my personal life, my friends, my youth and everything. Plus AP and 73 represent my initials, and the year I was born. I am always talking about my life through clothes, even with my main line.”
The designer said the collection will be made in China, but the quality and taste will remain Italian. “For me, what is very important is arriving from Europe, from Milan, to be precise, with a very strong concept and giving something very novel to the Chinese market, with a European taste,” he added.
Pompilio revealed that he and Li Lin, founder of JNBY, met a year ago, and their mutual admiration for art, museums and fashion soon led to this collaboration. The aim, they said, is to create something exciting and new that fits into JNBY’s portfolio.
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Alawn Yu, general manager of the brand, said the first collection will be available this fall with 10 stores set to open in the fiscal year 2019. One-third of them will be in first-tier cities. “The brand is targeting a young group with high standards, judgment, and a sense of design and culture,” he added.
Key items will include chic, color block coats, playful knitwear, beanie hats and nylon backpacks. The price point for the brand is very competitive for the Chinese market. Fifty-eight percent of the men’s wear products are priced below 2,000 renminbi, or $297.88, while 61 percent of the kids’ wear offering is priced below 1,000 renminbi, $148.94.
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This will be the ninth brand JNBY launched since 1994. The rest are mainline JNBY; men’s wear line Croquis; officewear line Less; kids’ wear line jnby by JNBY; teen line Pomme de Terre; homeware line JNBY Home; men’s wear line Samo, and sustainable line Reverb. The company also launched a fashion shop La Su Min So La last December.
Editor’s Note: An earlier version of this article stated that Andrea Pompilio was the creative designer of the brand. JNBY and he are still in discussions about his official title.