YE'S brand was formally founded by young designer Ye Qian (YESIR) in 2010. In September 2013, it was formally presented in the face of YESTUDIO team.

At present, the brand's men's and women's wear series is designed by designer Ye Qian, and is praised by the mainstream domestic media as one of the most recognizable local designer brands. It is also one of the few Chinese designer brands recommended and interviewed by CNN cable TV and Hongkong Phoenix Satellite TV special report.

YE'S brand women always wear elegant and avant-garde style to show people. Men's clothing is simple and light and artistic style of men's clothing.

Designer Ye Qian often draws design inspiration from contemporary art and traditional Chinese culture, and combines Deconstruction Principle Design, which is best at home, with the help of modern minimalist design method (Modern Minimalist Style). In every design single item of YE'S, she can clearly see the designer's insistence on her style and her attitude towards fashion art, making the YE'S brand men's wear and women's clothes increasingly full of personalities and extraordinary qualities in the increasingly competitive fashion brand style arena in China.

"YE'S is NO" is a young, confident and elegant spirit and a new lifestyle that is not conventional. The fashion designer's special design concept is also a special label that distinguishes NO from other domestic designer brands.

Among them, the slogan "Say YE" S to Future officially became the slogan of brand slogan in 2014. The designer Ye Qian said that the slogan ("YE S" for the future) conveyed a positive, confident and positive attitude towards the uncertain future, which conveyed the spirit of YE S brand very well.