Tagline
Not luxury, but Actually
Actually is a Japanese lifestyle accessories brand launched in 2016 by Asplund Co., Ltd. It focuses on fashion accessories that are easy to incorporate into everyday life, including bags, wallets, wristwatches, and pouches. Drawing on the meaning of the brand name, “actually,” it presents the phrase “Not luxury, but Actually” and aims to create items that people enjoy using and “my favorites” that can be cherished for a long time without being swayed by trends. Its products are also carried by gift and lifestyle goods retailers such as BIRTHDAY BAR.
Concept
The goal is for people to say that they tried the products and liked them. Rather than trends, they are “my favorites.” The brand aims to create things that people want even when they already have everything, and that remain cherished and impossible to throw away even as they grow old.