About Us

sujiin is a high-end comfort lingerie brand dedicated to developing products that blend comfort, functionality, and artistic sensibility. Using premium-quality fabrics and exquisite craftsmanship, it brings a bare-skin feel to intimate apparel.

Since pioneering the "Jelly Strip" soft-support bra in 2018, sujiin has built a multi-texture soft-support product matrix and grown into a full-category intimate wear brand, aiming to create a comfortable and elegant lifestyle for urban sophisticated women.

Brand Development Timeline (2011–2024)

• 2011: Begins 12 years of research and development in high-end intimate wear

• 2016: sujiin brand officially established; opens Tmall flagship store

• 2018: Launches the industry’s first “Jelly Strip” soft-support bra, creating the new soft-support category

• 2019: Jelly Strip bra quickly goes viral; ranks among top products in Tmall bra category

• 2020: Completes Series A funding; achieves No.1 sales volume in soft-support bras industry-wide; hits No.1 on Tmall daily bra sales chart; named to China’s Top 100 New Consumer Brands and Tmall’s Top 10 Hidden Treasure Lingerie Brands

• 2021: Releases TVC “No Need to Choose” reaching 200 million views; named to iHeima Top 100 New Consumer Power Brands; bra category enters industry Top 10

• 2022: Completes Series A+ funding; named to Forbes China Top 100 Emerging Brands and Alimama’s Top 100 Rising New Brands; releases TVC “Support Your Best Self”

• 2023: Launches Su Ji Jelly Strip 7.0 (after 6 generations and 27 optimizations); enters the comfortable shapewear category

• 2024: Introduces new soft-support products including Gravity Jelly Strip and Cup-Support Integrated Bra; achieves 7 consecutive years of brand growth

 Brand Philosophy

1. Brand Definition
The character “素” (Su) originates from a Shang and Zhou dynasty pictograph, representing fine, raw fabric. “素肌” (Su Ji) mimics the sensation of bare skin, creating a second-skin wearing experience. The brand’s visual identity integrates the pictographic “素” with traditional Chinese window frames, capturing the softness of fabric through an Eastern aesthetic.

2. Original Aspiration, Mission & Vision

• Original Aspiration: To free lingerie from constraint, making it a close companion to the body while delivering a sense of lightness and happiness.

• Mission: Through products with an ultimate tactile feel, to convey a comfortable and elegant lifestyle aesthetic, accompanying users in their pursuit of a beautiful life.

• Vision: To set the benchmark for comfortable lingerie both at home and abroad, become a leading name in high-end intimate wear, and lead the industry through innovation.

3. Industry Innovation – The Third Generation Lingerie Solution

• Traditional bras: Underwire + elastic band construction – strong support, but prone to red marks, itchiness, and a foreign-body feel.

• Traditional seamless camisoles: Comfortable on the body, yet loose, prone to deformation, riding up, and lacking support.

• sujiin Soft-Support: Replaces the underwire with a flexible Jelly Strip material, balancing a “barely-there feel” with “strong support,” solving the pain points of both categories.

Premium Supply Chain & Quality Control

• Global Top-Tier Fabric Partnerships:
  Collaborates with first-tier supply chain partners including Hyosung (South Korea), Toray / Asahi Kasei / Mitsubishi Chemical (Japan), Invista / Lycra (USA), Austrian TENCEL™ Modal, Dystar (Germany), and Nilit (Israel).
• International Eco-Certifications:
  Holds OEKO-TEX STANDARD 100, BLUESIGN, GRS, and OCS certifications. Uses eco-friendly dyes and adheres to stringent production standards.
• Quality Control System:
  Features 296 quality control checkpoints, with standards exceeding national GB requirements. Implements multiple rounds of full inspections across pre-production, in-production, and post-production stages, ensuring meticulous processes.

Brand Reputation & Customer Impressions

Key Consumer Perceptions:
Pioneer of soft-support technology, originator of the Jelly Strip bra, ultimate bare-skin feel, high cost-performance ratio, aesthetically pleasing design, professional craftsmanship, retains shape even after prolonged wear, and balances comfort with shaping.