MISSION
To bring people confidence and comfort
VISION
To become the world's leading fashion brand with high-quality and sustainable products
VALUE
As a fashion company, we think and work under a "CUSTOMER FIRST" principle.
We value CREATIVITY, embrace DIVERSITY, and appreciate TALENTS.
ABOUT US
Ge Yu
Ge Yu was born in China and grew up both in China and Japan. Educated at Parsons The New School for Design in New York. After she gained the design experience at Ports 1961 and Ralph Lauren in New York, she worked for luxury brands such as Louis Vuitton and Gucci in retail and merchandising department as a RTW buyer.
In 2016, Yu has launched her fashion brand ANNDERSTAND and the mini collection was selected by Harvard University Identity Fashion Show as one of the four China’s emerging fashion brands. She wanted to make full use of her design and business skills to provide wearable unique high end fashion to modern urban women internationally.
GE YU
GE YU
Ge Yu was born in China and grew up both in China and Japan. Educated at Parsons The New School for Design in New York City, after she gained the design experience at Ports 1961 and Ralph Lauren, she worked for luxury brands such as Louis Vuitton and Gucci in retail and merchandising department as a RTW buyer.
In 2016, Yu has launched her fashion brand ANNDERSTAND and the mini collection was selected by Harvard University Identity Fashion Show as one of the four China’s emerging fashion brands. She wanted to make full use of her design and business skills to provide wearable unique high end fashion to modern urban women internationally.
ANNDERSTAND
Established in 2016 ANNDERSTAND is a Chinese fashion brand that imparts a sense of fusion, innovation and craftsmanship. The brand name ANNDERSTAND inspired by the word understand, meaning products are created with understanding urban female and attest to ANNDERSTAND’s commitment to provide the latest in cutting-edge and wearable style.
Every season, ANNDERSTAND showcases the brand spirit and launches limited products inspired by oriental-western fusion and soft rock music to produce design-led wearable pieces with finest quality craftsmanship.ANNDERSTAND has showcased during London Fashion Week and attracted many clients including celebrities around the world.
