{alt missing} Courtesy

Li Lin

Founder & Creative Director, JNBY

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The BoF 500 is the definitive professional index of the people shaping the $2.4 trillion fashion industry, hand-selected by the editors of The Business of Fashion, based on hundreds of nominations received from current BoF 500 members, extensive data analysis and research.


The founder of JNBY, which stands for “Just Naturally Be Yourself,” Li Lin has built a global China-based clothing brand with a strong identity and urban taste that now has over 1,500 stores across the globe and owns a 9.6 percent share of the local Chinese fashion industry. She has set her sights on the US, having opened a store in Seattle.

Hangzhou-born Lin studied chemistry at university and remained in the industry for two years after graduation before switching to fashion and opening a showroom, buying clothing from Hong Kong and China. Soon, she began designing her own collection, along with 12 graduates from China’s Institute of Design, after having difficulty with finding clothing she liked. She opened two stores in 1996.

Today, the brand operates over 1,500 stores, including China and the US, selling fashionable clothing at affordable-luxury price points, making it accessible across demographics. Its 2016 IPO on the Hong Kong Stock Exchange raised approximately $103 million. The group also owns six other labels: Croquis, Less, and jnby by JNBY, targeting men’s, women’s and kids markets respectively. The group’s revenue for fiscal year 2017 was RMB 2.3 billion ($341 million).

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