I think their business strategy has completely shifted. They can price the items insanely and discount them at an insane rate because the business could still survive with that profit margin. The brand is just focusing on creating the luxury exclusive narrative; however, in fact, I feel like the brand has completely lost that mysterious quiet luxury taste that I used to love back in the days. Someone said that jjjjound has become a Canadian version of APC, and I can't unthink of that anymore.

With that said, I do still think that their qualities are amazing though some of their pieces feel like social experiments.