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AEWEN MATOPH
Basic information
Overview
AEWEN MATOPH is a Japanese fashion brand that debuted in Spring/Summer 2019 as a new womenswear label under the United Arrows (UA) business. The brand name is a coined word combining “iuen” (an archaic Japanese word) and “matofu,” an archaic reading of “matou” (to wear). It is described as having an ambivalent character, combining feminine connotations with a masculine atmosphere and an attention to detail. Centered on feminine mode, the brand proposes styling that mixes contrasting styles such as couture and handcraft, heritage, and mode basics, under the theme “Clothes that make individuality shine and add color.” The director is Wakako Ninomiya.
Concept
Developed under the theme “Clothes that make individuality shine and add color.” The concept encourages freely enjoying a mix of styles while retaining a playful spirit alongside elegance. It is intended for women who value originality and self-expression, enjoy them, and draw motivation for life from them.
Tagline
Clothes that make individuality shine and add color.
Parent brands
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UNITED ARROWS 1989
AEWEN MATOPH is a womenswear label of UNITED ARROWS. It is developed as an independent line offering products that allow for freely enjoying a mix of styles and adding a playful touch to refined looks. Unlike UNITED ARROWS’ core focus on dresswear and Pheeta’s craft-oriented approach, it is part of a family of brands for women that emphasizes individuality, self-expression, and contemporary styling.
A womenswear line focused on individuality and playfulness