Tagline
Pink for adults
Darich is a women's fashion brand introduced in Japan in 2017. It is operated by YSM Co., Ltd. and was launched by Saki Saito, who served as director and designer. The brand name is a coined word combining “Darling” and “Rich,” representing “the things I like.” Centered on “pink for adults,” the brand combines casual, feminine, and sexy styles, offering clothing as well as bags, shoes, and accessories. Its products are sold through its official online store and physical stores.
Concept
The concept proposes pink items for adult women, giving form to the feelings of women who are uplifted by pink but feel some hesitation about wearing it. Rather than being confined to a single style, it brings together casual, feminine, and sexy elements, with the aim of supporting open-minded, confident everyday lives. It proposes “pink for adults” as part of a wardrobe that brings out women’s appeal to the fullest.