40 CREW was established in 2019. The fashion culture of Melrose Avenue deeply influences the brand's signature high-street women's fashion style in Los Angeles. The number "40" comes from the team's studio address in Los Angeles, and the English word "CREW" represents the entire team, committed to building 40 CREW as a creative team, not just a fashion brand. 40 CREW often uses black, white, and gray as its main colour scheme, with styles that blur gender boundaries and do not overly emphasize women's social status. The design concept embodies the new era of women's traits of independence, non-flattery, and willingness to try new things in a highly creative way, making its products highly distinctive in design. The meticulous control of fabrics and craftsmanship, coupled with many manual processes, also maintains the high-end feel of traditional fashion.