Our Story

From Nepal, With Love

JELLYBEAN was born from a simple but powerful belief: that fashion should be for everyone. Founded in September 2024 by Az — a Nepalese-born creative with a heart full of joy and a passion for bringing colour into the world — JELLYBEAN is more than a clothing brand. It's a movement.

Meet Az

Originally from Nepal, Az brings a rich cultural perspective and an infectious energy to everything she creates. Her journey to founding JELLYBEAN was driven by one core desire: to help people feel seen, celebrated, and unapologetically themselves through what they wear.

"Fashion is one of the most powerful forms of self-expression," Az says. "I wanted to create a brand where everyone — no matter their background or budget — could show up as their most authentic self."

Be the Brand YOU!

Our mantra says it all. Be the Brand YOU! is not just a tagline — it's the foundation of everything we do at JELLYBEAN. We believe your style is your story, and we're here to help you tell it boldly.

From our relaxed hoodies and sweatpants to our cropped tops and track shorts, every piece is designed to move with you, speak for you, and celebrate the individual that you are.

Our Mission

JELLYBEAN is dedicated to offering stylish, budget-friendly clothing that doesn't compromise on quality or personality. We believe looking good shouldn't cost the earth — and that great style is a right, not a privilege.

• ✦ Stylish, everyday streetwear for every body
• ✦ Budget-friendly without sacrificing quality
• ✦ Built for self-expression and individuality
• ✦ Rooted in joy, community, and authenticity

The Full Story

Want to dive deeper into the JELLYBEAN journey? Read Az's full founder story on our blog — where she shares the moments, the inspiration, and the heart behind the brand.

Welcome to JELLYBEAN. Now go be the brand YOU. 🫧