a lit r is a Tokyo-based fashion brand launched by Epic Co., Ltd. in fall 2021. Centered on trend casualwear, it incorporates the functionality of military and workwear and elements of classic authenticity, offering garments that update existing styles with “a little renovation.” The brand name is an abbreviation of “a little renovation.” With men’s casualwear as its main focus, it offers items such as T-shirts, shirts, hoodies, outerwear, and pants.
Concept
“A little renovation.” With trend casualwear at its core and an easygoing approach, the concept is to make something that feels both familiar and new by giving a subtle update to the functionality of military-inspired styles and classic, authentic pieces.