Tagline
BEYOND THE CASE
ajew is a fashion accessories brand that began in Japan in 2009 as a bag brand. It is operated by PARK CREATION Co., Ltd., and its director and designer, Aiko Arai, is responsible for the designs. Starting with bags, the brand creates smartphone cases, straps, pouches, and other items, using combinations of different materials and color. It is known for smartphone cases with storage features, including its signature “cadenas zipphone case.” Under the official concept “BEYOND THE CASE,” the brand aims to create “memorable things” that make everyday life more enjoyable and express individuality.
Concept
The brand’s aim is not to create smartphone cases for their own sake, but to make everyday life a little easier and more enjoyable, express individuality, and lift the mood and sensibilities of the people who carry its products. It offers ideas that go beyond categories and accompany a lifestyle, creating “memorable things” unconstrained by genres or concepts. The brand sees cases and bags as neither supporting nor leading roles, but as part of what reflects each person’s individuality.