Discover the INCREDIBLE journeys of the women in our community.
In our Member Stories, we hear from our members about the experiences that have shaped them, the challenges they’ve overcome, and how they are driving impact in their industries and beyond.
Yang Liu
Founder
JustWears
I am the founder of JustWears, a men’s underwear brand on a mission to redefine everyday essentials through innovation, comfort, and sustainability. At JustWears, we believe sustainability shouldn’t mean compromise; and that great design can (and should) feel as good as it looks.
Share an experience or challenge that has shaped you? Growing up in a small village in South China I first hand experienced the detrimental impact of cotton cultivation on my local community and the planet. It is imperative that brands shift to use more innovative, responsible materials and carefully consider the wider effects of their actions on the people and planet on which we all live.
Best piece of advice you have ever been given? Create your own luck. If your ship does not come in, swim out to it.
What advice would you give to your younger self or a woman just starting her career? Get comfortable with rejection. Every no is one step closer to a yes.
What does success mean to you?
Success, to me, is about creating meaningful and tangible value that enhances people's quality of life while building a product that resonates deeply with customers and earns their loyalty. It’s about fostering positive impact and connection through what we create.
How do you handle challenges and changes? What's in your toolkit?
When it comes to challenges and changes, adaptability is my cornerstone. I lean on a mix of clear communication, collaborative problem-solving, and maintaining a growth mindset. Having a supportive network, staying open to learning, and keeping a focus on the bigger picture are all essential tools in my approach. Allowing myself to take a break from day-to-day work definitely helps me too.
Why is it important to support women in business and women-led business? As a woman, I believe supporting female-led businesses is essential for a thriving economy. Women bring diverse perspectives and unique experiences to the table, encouraging innovation and fostering a more inclusive workplace and society. By backing women-led businesses, we promote gender equality and break down barriers for women entrepreneurs, creating a better world where everyone has the chance to succeed.
60 Seconds with Yang Liu
My inspiration is: My friends and family.
My greatest fear is: Not trying.
The most courageous thing I have ever done is: Following my dreams and believing in myself.
I am most proud of: My recent TED Talk.
Guiltless pleasure: Tequila.
Mantra I live by: Be humble but have balls.
Female role model: Sara Blakey from Spanx.
Women-led brand I love: All of the Buy Women Built Brands are great!
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