Chinese brand apologises for ‘welcome to hell’ children’s t-shirt after backlash

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Chinese clothing brand JNBY has apologized after backlash with the phrases “let me touch you” and “welcome to hell” on children’s T-shirts.

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‘Just Naturally Be Yourself’ or JNBY responded to customer complaints after a mother’s post about the item in question went viral online.

BBC News Told that the family members of the woman brought for her four-year-old son without understanding what was printed on it.


She reportedly wrote on Chinese social media app Weibo: “Welcome to the hell. Excuse me? Who are you welcoming?”

Following this, JNBY shoppers began sharing photos of other controversial pieces of clothing manufactured by the Hong Kong-listed brand.

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A Weibo user purportedly posted a photo of a black coat showing a man being shot with arrows, and the text read: “The whole place is full of Indians. I will tear them into pieces with this gun.”

JNBY issued an apology on Chinese photo-sharing app Xiaohongshu amid customer complaints about “inappropriate prints” by JNBY on the brand’s children’s clothing line JNB.

The label stated that its designs were inspired by the brand’s philosophy of “freedom of imagination” and that it wanted to create a “unique” style.

“But we also understand that the most important thing is to pass on good values,” JNBY promises to fuse “innovative and creative design with good values” in the future.

The Global Times informed that the pieces in question have been removed from the online shop of JNBY.

As per the prospectus of the publicly listed company, there were 1,316 JNBY retail stores globally as of June 30, 2016. By the end of last year, that number increased to 1,931 stores.

The company’s total revenue in the first half of fiscal year 2021 was $356 million, according to a business of fashion report good.


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