BLUEEAST is a Japanese women's apparel brand planned, manufactured, and sold by Viva Co., Ltd. in Yokkaichi, Mie Prefecture. The company was founded in 1981 and began developing original brands in the 1990s. The brand is currently available through its official online store, ZOZOTOWN, Rakuten Ichiba, and other retailers. Based on a mature and feminine style, it proposes fashion that allows people to enjoy trends in their own way, along with everyday wear that updates daily life. Its wide-ranging lineup includes dresses, blouses, knitwear, bottoms, outerwear, formal dresses, bags, and accessories. In 2022, it launched J by blue, which uses Japanese-made fabrics.
Concept
“Have fun, be yourself, and dress stylishly.” Based on a mature and feminine style, the brand proposes fashion that allows people to enjoy trends in their own way, along with everyday wear that updates daily life.