Founded in Shanghai in 2018, nice rice centers its ethos around the clothes themselves - outputting high-quality, affordable classics subtracted of logos or overt branding. All discernibility and uniqueness should originate from the wearer. Like "a reliable bowl of white rice", nice rice aims to play an indispensable supporting role in everyday life.

More than a fashion label, nice rice offers solutions for modern living. By focusing on garment quality via considered textures, precision and branding minimalism, the brand allows the wearer's individuality to shine through pared-back essentials. nice rice transmits the attitude that these are just clothes, while making itself a reliable staple presence. Much like the reliable comfort of a home cooked meal.