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The brand culture of *The Carnaby* is deeply rooted in the iconic Carnaby Street in London, a vibrant hub located in the heart of Soho, just a short walk from Oxford Street and Regent Street. Known for its eclectic mix of pubs, restaurants, and independent fashion boutiques, Carnaby Street has long been a melting pot of creativity and style. Since the late 1950s, it became a hotspot for emerging fashion designers, serving as their first step into the global fashion scene. Visionaries like John Stephen and many others found inspiration and opportunity on its cobbled streets. This rich cultural backdrop laid the foundation for the legendary "Swinging Sixties" era, making Carnaby Street a symbol of youthful rebellion and artistic freedom.
*The Carnaby* carries forward this legacy, embodying the spirit of innovation and self-expression that defined the original Carnaby Street. It represents a fusion of British heritage with modern, bold design, offering high-quality fashion that celebrates individuality and confidence. The brand is dedicated to bringing unique, trend-setting styles to the Chinese market, aiming to become a leading name in women’s fashion.
Originally known as Netelusion Limited, the company was founded in 1995 and listed on the Singapore Exchange in 2000 under the ticker N37. Initially focused on investment holding, game development, and online services, the group later rebranded in 2010 to *The Style Merchants Limited*, shifting its focus toward fashion and lifestyle products in mainland China. As part of this new strategy, *The Carnaby* was launched as the group’s first brand in the region, with the goal of establishing a strong presence in the competitive women’s apparel market. Over the next three years, the brand plans to build a robust retail network across China, bringing its distinctive style and quality to fashion-conscious consumers nationwide.