Apparel / Basics & essentials

Nice Rice

Nice Rice (好饭) is a Shanghai basics brand founded in 2018 around one idea: a good T-shirt you can wear every day. The name says it — hǎo for quality, fàn for a plain bowl of rice: simple, reliable, never competing for attention. The clothes follow the same logic — no logos (the brand itself has none), quiet colours, washed fabrics, classic cuts in the r. line and light-sport pieces in the s. line. Each store is designed differently — a glasshouse in Beijing, a rice-grain concept in Chongqing, a converted old shop in Hong Kong — with the Shanghai flagship under a "roof-eaves" theme on Huaihai Middle Road. Prices run roughly 300–1000 RMB.