Thirty-five-year-old "mastermind" Kevin Chang explains that Jay was born from the minds of himself and two of his good friends, Vincent Fang and Jay Chou. They saw that Taiwan lacked its own youth-focused fashion brands, and even if there were any, there were no places to sell them, so they decided to open their own such store.
民國 63 年次的「主腦」Kevin（張凱文）指出，「這也」是他與好友周杰倫、方文山一起腦力激盪誕生的，因有感於台灣缺乏年輕人的服裝品牌，即使有了產品也不知道拿去哪裡賣，於是興起開家潮流店的念頭。