JNSQ Debuts With a Focus on French-inspired Style and Limited-run Assortments

The new direct-to-consumer fashion label JNSQ aims to spare consumers of any guesswork. As a wholly owned subsidiary of the Shein Group, a $2 billion online retail operation with headquarters in Hong Kong, the new direct-to-consumer JSNQ business is meant to be presented to shoppers as an entity unto itself. JNSQ is rooted in Los Angeles and focuses on elevated sportswear. The brand’s formal name Je Ne Sais Quoi and the collection are meant to pay homage to effortless French style. During a recent preview of JNSQ in New York, chief executive officer and founder Malcolm Yam explained, “They don’t try too hard. That image is what we’re trying to share with the customer. You don’t have to try too hard to be someone else. Be yourself and you will be very comfortable. When you learn this, you don’t have to worry too much.” The company is focusing on small, limited-edition runs. Instead of offering mega-inventories of various styles, the company plans to offer as few as 50. By focusing on an on-demand production model, JNSQ will reduce its carbon footprint. That approach is also designed to condition shoppers to buy what appeals to them right away for fear of missing out. In

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