Cycle by myob is a Japanese streetwear brand launched by designer COMI, who is from Shiga Prefecture, for the Fall/Winter 2020 season. After putting M.Y.O.B NYC, which began in New York, on hold and rebranding it, COMI relaunched the brand independently. The brand incorporates regenerated fabrics, recycled materials, organic cotton, and natural dyeing, and offers bags, accessories, and lifestyle items in addition to apparel. With a focus on ecology and sustainability, it communicates about environmental issues through fashion.
Concept
The brand reconsiders excessive materialism in fashion and the contradiction between mass production and sustainability, and takes the first step toward creating its own cycle rather than following the cycles set by society.