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To bring people confidence and comfort

To become the world’s leading fashion brand that brings comfort to life and confidence to people
with high-quality and unique products
As a fashion company, we think and work under a “CUSTOMER FIRST” principle.
We value CREATIVITY, embrace DIVERSITY, and appreciate TALENTS.
Established in 2016, ANNDERSTAND is a new 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. ANNDERSTAND has opened its doors to fusion collaboration with emerging musicians, artists, and designers. 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 continues to grow according to its founding principles of exploration and friendship, working with a family of contributors to forge a creative a fusion environment and to understand and satisfy modern urban females’ fashion needs internationally. ANNDERSTAND has showcased twice during London Fashion Week since its first complete collection. In 2016,ANNDERSTAND was selected as “Black Sheep” brands by Not Just A Label.



Ge Yu was born in China and grew up both in China and Japan. Educated at Parsons The New School for Design, 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.

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