The menswear brand PRONOUNCE was founded by Zhou Jun and Li Yushan in Milan in 2016. PRONOUNCE expresses different ideas and ideas through a design language based on abstract elements, and explores the new thinking of contemporary dress. The brand adheres to the state of being unpretentious, relaxed, and witty. The brand has gradually attracted attention in the international fashion media: Following the release of its collection in London for Fall/Winter 2018, Nandu Weekly described the brand as "The next big thing in Chinese fashion" and fashion critic Godfrey Deeny said, "We've been waiting for something like this from China to happen for a while and these guys have got it."