The company yutori originated from my personal passion and began with the Instagram media account “Furugi Joshi” (Vintage Clothing Girls). Since our founding, we have placed great importance on our corporate philosophy. Initially, it was defined as “Creating the first opportunity for the timid genius.” Today, it is defined as “TURN STRANGER TO STRONGER.”

As of September 2023, only 10 of our 56 employees had prior experience in the apparel industry, making us a rather unique company in this field. We believe that even without experience or knowledge, pure passion and love for something can inspire people and spark social phenomena.

As of September 2023, 80% of our employees are in their twenties. Leveraging that strength, we create brands by combining two powerful elements: Social media marketing rooted in digital-native sensibilities, and the messages and narratives that streetwear brands rooted in Ura-Harajuku have carried since their origins.

Since the beginning of 2023, the total number of followers across our company’s brand accounts has been increasing by more than 100,000 per month, resulting in a significant and continuous expansion of our customer base every day.

At yutori, we hope that our sense of “what we love” remains multifaceted and three-dimensional. Our first brand, 9090, which we launched at age 24, expresses youth culture at the cutting edge. On the other hand, we also create lifestyle brands like PAMM through collaborations with designers, as well as more approachable and casual brands like nemne, designed to resonate with a broader audience.

Although 90% of our customers belong to Gen Z and the “Yutori” generation, their interests and preferences are incredibly diverse. Going forward, we aim to further expand both the capacity and depth of our company—embracing diversity even more fully.

Although yutori is still a young company in its sixth year since its founding, we entered into a partial partnership with ZOZO in our third year. In 2022, we acquired F-LAGSTUF-F, an authentic streetwear brand, as well as AZR, a brand composed entirely of Gen Z influencers. As a result, we now operate 22 brands.

Using our IPO as a springboard, we aim to expand our impact by sharing the energy of our passions and become the company with the largest number of brands in Japan.
To achieve this, we’ll keep doing what we love, with the people we love.