Founded in Guangzhou, It claims that young people need to vent and express themselves during their growth process, and believes that crying and shouting are not necessarily sadness, but also a way to release stress and express negative emotions. It advocates a free, casual and unconventional lifestyle, and encourages consumers to bravely pursue their own personality and preferences.

The product design closely follows the fashion trend, showing a strong combination of street style and retro elements, using loose tailoring, multi-layered wear and other popular techniques to make the overall shape both modern and classic. In addition, it also pays attention to color matching, creating a unique visual impact through the contrast of bright colors and dark tones.