Established in 2016, Li Bai is a reflection on the limitation put on fashion by “style”. It weakens the importance of a uniform style for a brand and goes back to the essence of fashion: make clothes fit people. It combines a diverse of modern design elements into high quality textiles. Li Bai objects to the notion of kidnapping the consumers with a uniform value and liberates clothes from meaning. By using simple and intuitive design language, Li Bai reconstructs the natural intimacy that is supposed to exist between human beings and clothes.