JNBY's kids' line printed 'Welcome to hell' and severed limbs on children's clothes

In mid-September 2021, bloggers and parents began posting photos of 江南布衣's children's line jnby by JNBY showing prints that were dark and sexual on clothes meant for kids: English text reading 'Welcome to hell' (欢迎来到地狱) and 'Let me touch you', engraved motifs of severed limbs, blown-out heads, Satan and hammers, and a girl's dress printed with a woman spreading her legs over her genitals — an image cropped from the painting The Garden of Earthly Delights.

The prints were not an accident nobody noticed: users traced similar imagery back to 2017, and pointed out that the offending art was selected from famous comics and paintings but only the most disturbing fragments were used — a child's vest carrying '到处都是印第安人，我要拿起枪把它们射成碎片' taken from a Little Nemo panel, and the 下体 image from Hieronymus Bosch.

On 23 September 2021 the brand's official Weibo issued a letter to consumers, saying it had pulled the affected series, withdrawn its marketing materials and set up a task force to self-inspect, and opened return channels. But the apology was read as cold — '个别产品' (individual products) — and an earlier attempt on 21 September had been buried in a comment thread, which many called insincere.

On 26 September the Hangzhou Xihu District government's @西湖发布 account announced it had summoned the company, ordered the affected children's clothing and similar styles be pulled immediately, required no-questions-asked returns, and set up a market-regulation investigation team. By 24 September the Hong Kong-listed stock had fallen 13.21% in a day, wiping about 6 billion yuan off the founders' holdings.