JNBY Group launches sustainable fashion brand RE;RE;RE;LAB
JNBY Group launched its sustainable brand RE;RE;RE;LAB, aimed at giving new life to fabric samples and accessories through rethinking, reusing, and recreating, resulting in unique limited-edition products. The inaugural collection includes woven shirts, knitwear, washed denim jackets, wool sweaters, and more, all crafted from 100% pure wool sourced from the Alxa League region in Inner Mongolia.
Before this initiative, JNBY Group established the "Make Full Use of Fabric" project, systematically documenting, sorting, researching, and summarizing traditional fabrics and their creative contexts and craftsmanship details, intending to introduce this valuable clothing culture to a wider audience. RE;RE;RE;LAB integrates the concept of sustainable development throughout the entire industry chain, breathing new life into fabric samples through rethinking, recreating, and reusing, resulting in limited-edition products full of surprises. From raw material procurement to product design, from production technology to operating models, and from brand visuals to store displays, member services, and brand marketing, every aspect is aimed at providing consumers with a new green shopping experience.
Designer brands typically generate a large number of high-quality fabric samples during the design and production process, which, if not utilized, would be a waste of resources, and destroying them in the future would cause environmental pollution. Therefore, the establishment of RE;RE;RE;LAB is not to create demand but to explore more sustainable solutions. While maintaining product quality, the reuse of these fabric samples and accessories allows consumers to purchase higher-quality clothing at more affordable prices. This high "quality-price ratio" shopping experience not only aligns with the latest consumer trends but also reduces resource waste, lowers carbon emissions, and actively contributes to Earth's sustainability efforts.
Currently, RE;RE;RE;LAB is available for sale at 12 JNBY multi-brand concept stores nationwide and on the JNBY official online store. The first season's release of 24 new items has already attracted many pioneers of sustainable living. To further enhance consumer engagement, RE;RE;RE;LAB actively creates an interactive sharing platform on Xiaohongshu (Little Red Book). Through a combination of online and offline methods, consumers can not only easily purchase environmentally friendly fashion items but also share their dressing experiences and environmental stories on the platform, collectively promoting the popularization of sustainable lifestyles.
As civilization continues to innovate, and ecology strives to restore vitality, for JNBY and its affiliated brands, design is not only an expression but also a positive practice. With the launch of RE;RE;RE;LAB and JNBY's continuous revitalization of traditional craftsmanship, JNBY is creatively designing solutions that integrate cultural heritage, brand growth, and environmental commitments, providing a sustainable beauty for modern life.
