Lu Han's streetwear brand sold a ¥1,500 jacket — a blogger said it cost only ¥60 to make

UnGarconCharmant (U.G.C.) was founded by Chinese pop idol and actor Lu Han in 2017 as a streetwear brand targeting young Chinese consumers. The brand positioned itself in the premium segment with prices ranging from ¥186 for a pair of socks up to ¥2,286 for collaborative sneakers.

In February 2023, a fashion blogger with 490,000 Douyin followers posted a video criticizing a U.G.C. spring jacket she purchased for ¥1,500. She pointed out loose threads, rough stitching and no edge binding, and estimated the production cost at approximately ¥60 — or ¥45 if produced by a first-tier wholesale manufacturer. The video went viral, reaching Douyin's Entertainment Top 10.

Lu Han responded on social media with 'It's so easy being a keyboard warrior' (还是键盘侠好当). U.G.C. issued a formal statement defending its quality control and 7-day return policy. The controversy damaged the brand's credibility and highlighted the pricing gap between celebrity-branded streetwear and its actual production costs.

Company registration records showed that U.G.C.'s operator (珠海本心文化创意有限公司) had registered capital of ¥1 million and reported zero insured employees from 2017 through 2021, raising questions about the scale of the operation behind a brand selling ¥1,500 jackets.