Tagline
Stay true to what you love; be cute, following your heart.
chum by devirock is a girls’ junior line offered by the Japanese children’s clothing brand devirock. Its name comes from the Korean word 춤, meaning “dance.” Centered on the desire to get closer to someone admired and to dress stylishly, the line proposes K-pop-inspired dance outfits, trend-led looks that stand out, and social-media-ready outfits featuring catchy designs. It is operated by Glow Co., Ltd.
Concept
“chum” comes from the Korean word 춤, meaning “dance.” It is a new offering from devirock for girls who want to get closer to someone they admire and try dressing stylishly, but wonder what to wear.