Tagline
Wear everyday excitement and anticipation—for someone else, for yourself
day standard is an original brand developed by Matsuya Co., Ltd. (ma28). Based on American casual (military), outdoor, and European styles, it advocates “genderless” dressing: wearing what one wants to wear now and expressing who one is now, rather than dressing a certain way because one is male or female. Considering comfort, versatility, and functionality, the brand offers a genderless (unisex) mix of refined casual styles for on and off duty, selected from Japan and abroad. Its catchphrase is “Wear everyday excitement and anticipation—for someone else, for yourself.”
Concept
Based on American casual (military), outdoor, and European styles, the brand encourages people to wear what they want to wear now and express who they are now, regardless of whether they are male or female—this is genderless dressing. Taking comfort, versatility, and functionality into consideration, it selects styles from Japan and abroad and offers a genderless mix of refined casual wear for on and off duty.