Thanks to this, LESS has gradually established a unique dialogue with the world, one that is minimal, and inclusive, delicate while humble, nimble and calm, rational but flexible. Echoing the famous architect Mies van der Rohe’s philosophy “LESS IS MORE”, LESS focuses on “less for life and more for growth”. It strives to offer classic collections that feature simplicity, craftsmanship, independence and delicateness for a variety of occasions. Simplifying life and design for better growth is its tenet, and the idea that simplicity brings more surprises is its conviction.

LESS is more like a way of life, an ideal, and a philosophy. From the opening of the first LESS store in Hangzhou Tower in 2003 to the establishment of LESS STATION in cooperation with installation artist Kong Lingnan in 2014 to convey a review of the fashion industry, LESS has evolved from a single clothing brand into an enterprise full of social responsibility. In 2017, LESS held its first show at the Power Station of Art, where celebrities like Yuan Quan were present, marking the beginning of its high-speed development. Later, the first LESS POP-UP STORE was set up, with independent display spaces resembling standard office cubicles to convey the brand’s insight into and reflection on consumption. In July 2020, LESS landed its first brand ambassador, Song Jia, and its show at Parkson was a smash hit. A new period of growth was already being well paved.

“Golden Rebirth“ LESS Kick-Starts New Era of Minimalist Aesthetics for 20th Anniversary