jnby by JNBY, the first children's clothing brand by JIANGNANBUYI, was launched in 2011, with a bid to target children aged 0 to 10. The concept for the brand was "free imagination". The idea was to add contemporary touches to children's apparel, using design elements from art that resonate with "Freedom, Imagination, Happiness, Truth", but at its core, the brand also wants to reflect life, art, knowledge and good values. It gently nudges parents to spend more time with their children during their growing years by recalling their innocence and to ensure that they offer a free, pure and happy space for communication with children in a way that reflects how uniquely talented children truly are.