Tagline
Let hugs heal everything
BJHG, known in Chinese as “不计后果,” is an independent streetwear brand founded in 2016 in Hangzhou, Zhejiang Province, China, by entrepreneur 許多. Primarily aimed at young people, it offers unisex casual and streetwear, starting with menswear. With “Be Just HuG” at its core, the brand espouses the idea of conveying hugs, warmth, and comfort through clothing. Its approach centers on simple, practical designs and “multidimensional styling” that combines diverse materials and elements. Having grown through online sales, it now also operates physical stores and is an emerging Chinese guochao brand.
Concept
Multidimensional styling