REVERB Created to Pioneer the “Zero Waste Fashion” Brand

Clearly, the ready-to-buy consumption model and landfill and incineration disposal methods used in the fashion industry have been a nightmare for resource consumption and environmental protection.

To provide consumers with durable and sustainable consumables and encourage the fashion savvy younger generation to think about the future of fashion, JIANGNANBUYI created its first eco-friendly brand, REVERB, in 2018.

REVERB's products are made from certified organic natural materials or recycled synthetic fabrics. Most of the functional fabrics have been certified based on international standards, which means harmful chemicals are avoided throughout the fabric handling process. The possibility of being recycled and reused later is considered from the very beginning of the product design process. REVERB stores have also been designed with recycling in mind to create a closed loop fashion system. In addition, REVERB cooperates with several artists who focus on environmental protection, and the company supports sustainable development projects such as pollution-free light sources and marine protection through product design and offline exhibitions.

The creation of REVERB was JIANGNANBUYI's first step in sustainable fashion. Today, REVERB has expanded beyond a single brand to become a sustainable fashion concept that spans across all of JIANGNANBUYI's brands.

Give Stock Fabrics A New Life by Launching the Sesame Lab

To improve fabric utilization and reduce fabric waste, JIANGNANBUYI founded the Sesame Lab in 2021. This lab is dedicated to re-imagining, reusing, and re-creating discarded fabrics.

Whether it is turning stock or scrap fabrics into dolls, ornaments, home furnishings, and other household items, or cross-border art cooperation like the Mid-Autumn Festival art installation at OōELi, all of the Sesame Lab products are creative designs aimed at using stock fabrics and scrap fabrics that result from the production process. Through the secondary processing, creation, and utilization of these "sesame seeds," the unused fabrics can be repurposed, giving new life and vitality to the stock fabrics.

In addition, the small "sesame seeds" can play a big role. Through the reuse of stock fabrics, consumer awareness of sustainable fashion can be enhanced, making it possible for the "sesame seeds" to blossom.

Unlock the Long-termism of the Apparel Value Chain by Tapping Cloth's Full Potential

Over centuries of industrialization and mechanization, the protection and transmission of traditional handicrafts have been severely impacted, leaving future generations at risk of losing this knowledge. The revival of traditional handicrafts by joining with the industry to explore a long-term apparel value chain in the context of modern civilization has become a third area of sustainability topic for JIANGNANBUYI.

As a Chinese designer brand, JNBY focuses on natural fabrics and traditional craftsmanship. In 2022, JIANGNANBUYI launched Tapping Cloth’s Full Potential, a five-year collaboration project with the Rong Design Library. Beginning with the fabrics, we explore the origins of traditional handicrafts, visit craftsmen, and uncover various craft details associated with fabric used in traditional handicrafts. The company then record, organize, and study them in a systematic and comprehensive manner.

In 2022, the Tapping Cloth’s Full Potential project investigated three types of traditional crafts: Liuyang grass cloth (literally translated "summer cloth"), Dali Dong cloth, and Wuzhen bamboo weaving. The project recorded the history and culture embedded in traditional fabrics and local civilization in the form of a documentary. JIANGNANBUYI also worked with the China Academy of Art and invited students to create fabric samples, giving traditional culture a modern touch. At the end of the year, JIANGNANBUYI, together with WGSN and Rong Design Library, released the White Paper on Tapping Cloth’s Full Potential - Material Trends, which focuses on traditional culture and green fashion and uses data and studies to outline the increasingly innovative and expressive power of fabrics in an effort to explore new paths and new expressions of traditional culture in the future. It has already been announced that three new JNBYHOME concept products that use weaving techniques will debut at Design Shanghai in June.

To share their research results with more industry peers, JIANGNANBUYI will also launch an online fabric library that will facilitate the sharing of systematic fabric research results with the industry, thereby promoting the innovative exploration of traditional fabrics in modern clothing and allowing for a clothing value chain that is long-term.

From REVERB to the Sesame Lab to Tapping Cloth’s Full Potential, JIANGNANBUYI focuses on design and continues to explore and innovate along the road of sustainable fashion according to its own strengths. In turn, it passes on the concept of sustainable fashion to consumers.

The Fourteenth Five-Year Plan and the Long-range Objectives for 2035 puts forward the need to promote green development and the harmonious coexistence of people and nature. As a Chinese designer brand, JNBY believes that the brand has the responsibility of driving sustainable development and guiding green consumption. In the future, JIANGNANBUYI looks forward to working with creators across the fashion industry chain to discover new opportunities and possibilities brought by sustainable development.

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Spotlight on M SPACE Opening Forum at AW2023 Shanghai Fashion Week Chinese Designer Brand JNBY Explores Unique Sustainable Fashion

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