JOHN is inspired by urban, classical and modern culture. The brand is eager to adapt to people's daily wear through non-seasonal themes, from busy Monday to relaxing Sunday. JOHN is not only the name of the brand, but also a female character conceived by the designer. Every season, a female character with a different personality named JOHN is created.
As the reverse of JOHN, NHOJ wants to convey the meaning: do not want to define female as a style, that she also have a distinctive side. The definition of JOHN'S GIRL is a woman who dress for herself, and looks outstanding in an effortless way.