She had all the design skills she needed, but soon realized she lacked the business acumen required to run and grow a company. To bridge that gap, Ge YU pursued an MBA at Cambridge Judge Business School, graduating in 2024 with the toolkit to take her brand to the next level and work toward her goal of transforming the fashion industry for the better.
Here, Ge Yu shares how her business school journey unfolded, and how combining technical design expertise with strategic business training has equipped her for the realities of entrepreneurial life.
Tell us about your business?
ANNDERSTAND is a conscious fashion brand built on the belief that good design should respect both people and the planet. At our core, we create timeless womenswear that blends Eastern and Western aesthetics—think modern silhouettes with subtle cultural details.
What sets us apart is how we make these pieces. We specialize in giving new life to discarded fabrics and materials that would otherwise go to waste. Through thoughtful sourcing and partnerships with ethical suppliers, we’re able to craft beautiful garments while significantly reducing textile waste.
Beyond our collections, we also collaborate with other brands through consulting services, helping them implement more sustainable practices in their supply chains. Some of our proudest moments have come from seeing these partnerships lead to real change in how the industry operates.
What inspired you to start ANNDERSTAND?
The inspiration for ANNDERSTAND came from my own experience in the fashion industry. Through my work and research into production practices, I gradually uncovered some uncomfortable truths about our environmental impact—from the excessive water used in dyeing processes to the unsettling reality of excess inventory being destroyed. It was eye-opening to see how much perfectly good fabric was being discarded while new materials continued to be produced.
These findings became the catalyst for ANNDERSTAND. I realized that my background in design and supply chains could be put to better use, creating beautiful fashion that doesn’t compromise our planet. The idea was simple, yet challenging: could we build a brand where sustainability and style work hand in hand?
Tell us about your business today?
We currently have a dedicated core team of 11 talented individuals across design, production, and operations. Beyond this, we collaborate closely with a network of ethical suppliers and artisans who share our commitment to responsible fashion.
In terms of growth, we’ve been fortunate to see consistent year-on-year expansion since our launch. This progress enables us to reinvest in both our sustainable practices and creative vision. What matters most to us is building a business model that balances positive impact with long-term viability.
What part did your b-school experience play in developing your business idea?
My Cambridge Judge MBA experience proved invaluable in developing ANNDERSTAND’s global vision and operational framework. The program equipped me with essential managerial skills and exposed me to diverse international perspectives through collaboration with classmates from over 40 countries.
Particularly transformative were the entrepreneurship courses, which provided structured methodologies for validating business concepts and scaling operations—knowledge I immediately applied to refine our sustainable fashion model.
Perhaps most significantly, the Judge community, from professors to alumni, became an ongoing resource, facilitating introductions to innovators and international retailers that continue to shape ANNDERSTAND’s growth today.
In what ways do you draw upon the skillset you developed at b-school?
My Cambridge MBA fundamentally transformed how I lead ANNDERSTAND. I now apply analytical frameworks to daily operations, from sustainable sourcing to supplier negotiations. The program’s case-based approach trained me to tackle problems holistically, a crucial skill when balancing creative vision with commercial reality.
Most importantly, it reshaped my leadership style. Running a purpose-driven fashion brand means aligning diverse perspectives, from artistic designers to pragmatic engineers and eco-conscious partners. The MBA’s intense group projects prepared me well for this, teaching me how to unite different disciplines around shared sustainability goals.
Tell us about your typical working day?
Mornings often begin with reviewing production updates alongside our design and sourcing teams, where we discuss everything from material innovations to quality control. Afternoons typically shift to meetings with retail partners or sustainability consultants, exploring ways to enhance our circular business model.
How has your b-school networking helped with your business development?
The Cambridge Judge and wider University of Cambridge alumni network has been a tremendous asset to my growth. Beyond China, I’ve connected with alumni globally, and in my city, a vibrant local community regularly hosts cross-school events that spark unexpected collaborations.
The Cambridge name also lends credibility when engaging with potential partners.
What have been some of the biggest obstacles you’ve encountered?
Building ANNDERSTAND has been a journey of navigating uncharted waters—that’s the nature of entrepreneurship. Each step brought new challenges, from establishing ethical supply chains to showing consumers that sustainable fashion can be desirable.
The most personal challenge has been learning to lead through uncertainty. There’s no playbook for building an ethical fashion brand in China’s fast-moving market. I’ve learned to take calculated risks while staying grounded in our core mission, a balance I continue to refine each day with my team’s support.
Where would you like the business to be in five years’ time?
In five years, I envision ANNDERSTAND as a recognized leader in responsible fashion, pioneering circularity not only within our operations but across the industry.
Our goals include launching a proprietary fabric recycling system to close the production loop and scaling deadstock usage to 80% of all collections, proving that sustainability can drive, not hinder, commercial growth. We also aim to partner with educational institutions to help nurture the next generation of conscious designers.
What is one surprising thing you’ve learned from starting your venture?
The most unexpected lesson from building ANNDERSTAND has been the paradox of entrepreneurship—how it pushes you to your limits while also opening extraordinary doors. I never anticipated just how many variables would remain beyond my control: Would customers embrace the brand? Could we survive a global pandemic that froze supply chains? Would key partners remain solvent? Each day brought new uncertainties that no business school case study could fully prepare me for.
Equally surprising, though, was the incredible support system that emerged along the way. Industry veterans from completely unrelated fields generously offered their wisdom, a tech expert guided me through crisis management, while a manufacturing manager helped redesign our systems during lockdowns.
What advice would you give to someone thinking about starting their own business?
Build diverse experience, cultivate cross-industry relationships, and develop resilience. Entrepreneurship is a marathon of continuous learning. Surround yourself with talented people, practice rigorous risk management, and stay true to your vision while adapting to challenges. Most importantly, enjoy the journey—it’s as transformative as the destination.
