Tagline
CURRENT is the brand that understands mothers best.
CURRENT is a fashion brand for mothers operated in Japan by Cox Co., Ltd. It focuses on casual wear that combines an active look with a polished feel, offering styles for the whole family at affordable prices. Its philosophy is to respond to mothers’ feelings of wanting their families to feel energized and wanting to manage their household budgets well. The brand has centered on women’s clothing while also offering items for children. In line with the current reorganization of its store formats, conversions to brands such as ikka are also underway.
Concept
CURRENT aims to respond to mothers’ important feelings: wanting their families to feel energized and wanting to manage their household budgets well. The brand proposes fashion styles that are active but not sloppy, and casual in price but not cheap-looking—styles that feel fun to wear together and naturally bring smiles to families.