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Chinese brand JNBY apologises for 'welcome to hell' design on kids' clothing

Chinese brand JNBY apologises for 'welcome to hell' design on kids' clothing

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Chinese apparel brand JNBY has apologised after a kid's shirt consisting of phrases such as "welcome to hell" and "let me touch you" copped flak from consumers.  According to a BBC report, JNBY's product also had images of the Grim Reaper on the clothes and went viral after a mother uploaded the photo of the shirt online as her family bought it without understanding the meaning of the phrases. She said: ""Welcome to hell. Excuse me? Who are you welcoming?"

After that, some netizens in China also shared photos of other controversial pieces. For example, a black coat produced by the company allegedly contained an image of a person being shot by arrows with the words: "The whole place is full of Indians. I will take this gun and blow them to pieces."

JNBY later issued a post on Weibo, apologising for the inappropriate images and designs on the product. The company said, "We highly valued complaints related to this issue and have immediately removed all related products and established a taskforce to investigate this issue. We hope to review the design and approval process, build a more stringent internal approval mechanism and complete the customer experience."

The company added that customers can ask for a refund. Regarding the design idea, the company said, "Our design philosophy has always been freedom of imagination. By using artistic design, we hoped to create more fun for children. We have also been promoting creative design from local designers with an intention to promote better and more unique creativity, and we also know that (our design) has to convey 'good core values.'"

Looking ahead, the company said it will strive to provide better children's clothing for customers by combining creativity and "good core values" into the design. 

JNBY is a designer brand fashion house based in China. A Hong Kong-listed company, in its annual report, JNBY said according to the information provided by CIC, in 2020, the company ranked the first in the Chinese designer brand fashion industry in terms of total retail sales, offering apparel, footwear and accessories as well as household products. The brand targets middle- and upper-income customers who seek to express their individuality through fashionable products. 

Photo courtesy: Weibo

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