21/CHEE is founded in 2018 by Cheng and her partner plus Cassandra Hobbins, a New York-based fashion designer (IG: Cassandra Hobbins, Studio IG: https://instagram.com/casshobbins?igshid=12fgc21yphr40). 21/ CHEE grew from the wish to offer “An affordable designer-quality brand with luxurious customer experiences for working-class girls in China.” The brand concept and market positioning strategies have enabled us to differentiate from other retailers on Taobao.com, which makes 21/ CHEE an instant hit when it was launched in 2018.
