ADREE is a Japanese women’s fashion brand launched in 2014 through a partnership between SMbrand Co., Ltd. and Mitsubachi Works. Yuuri, a popular DECOLOG blogger, served as its designer, and the brand began operating in March 2014 with SHIBUYA109 as its flagship store. Its name is a coined word combining “adorable” (cute) and “reel” (real), and the brand promoted “real cuteness” through sweet and cute styles aimed at women of the same generation. The official website is no longer available, and the brand is not listed among the operating company’s current brands, so it is considered to have ceased operations.
Concept
The phrase “adorable reel” expresses “real cuteness,” presenting a sweet and cute girls’ style for all 365 days of the year.