Founded in 2016, PRONOUNCE has rapidly ascended to the forefront of China’s new wave of blossoming labels. London-educated founders Yushan Li and Jun Zhou have garnered accolades through their synthesis of Chinese workwear and classic tailored staples, earning PRONOUNCE ‘The Latest Fashion Buzz’ feature at Pitti Uomo as well as a nomination for the International Woolmark Prize—both within a year of the label’s genesis. Through considered color paletting and meticulous fabrication, the spirit of PRONOUNCE investigates a timeless duality, the boundary between what makes a boy and what makes a man.