Celf Identity, a women's wear brand, was founded in 2018 by two post-90s overseas returnees. Celf comes from Self. The reason of the C is because of the two founders both have the letter in their names. Secondly, we want to make real "Created in China", not just "Made in China". Celf Identity is a long-planned escape from the stereotypical concrete jungle and criticism from the others, is a journey to find the true self. We advocate sexless-sexy, which is an independent and self-confident sexuality， beauty lies in the inner, Instead of the surface. Celf Identity Girls is a group of women who don't care what others say, they love themselves from the bottom of their hearts and accept all of them. They are independent and confident, they live the way they love to.