CROQUIS
JNBY · China
CROQUIS is a Chinese menswear brand owned by the Hangzhou fashion group JNBY. It makes directional menswear with an emphasis on natural materials.
| Parent | JNBY |
|---|---|
| Group base | Hangzhou, China |
| Category | Menswear |
| Notable store | Sanlitun, Beijing |
What is CROQUIS?
CROQUIS is a menswear label from China and part of JNBY, the fashion house based in Hangzhou. Within the group's portfolio it is the brand dedicated to men's fashion.
Products and positioning
CROQUIS offers directional menswear built around natural qualities, using materials described as seeming to have a life of their own. Its positioning sits in the design led premium segment of the Chinese menswear market, aimed at men looking for a considered, contemporary wardrobe rather than formal tailoring.
Distribution
The brand sells through its own stores in China. A notable example is its retail space in Sanlitun, Beijing, designed by the New York studio Rafael de Cárdenas Ltd, which used architecture to express the label's material focus.
Why it matters
CROQUIS reflects how Chinese designer groups such as JNBY have built multi brand portfolios, using distinct labels to address different customers while investing in architect designed stores to strengthen brand identity in key cities.
Frequently asked questions
Who owns CROQUIS?
CROQUIS is owned by JNBY, a fashion group based in Hangzhou, China.
What does CROQUIS sell?
CROQUIS sells directional menswear with an emphasis on natural materials.