Tagline
Wear it, and let a smile that’s true to you rain down.
EHYUMI is a fashion brand launched in Japan in 2024 by influencer Oku Yuka. It offers clothing for both women and men, including tailored jackets, slacks, and knitwear, primarily through ZOZOTOWN. The brand name is a coined term combining “Effuse” and the Finnish word “hymy” (“smile”), and its message is that wearing its pieces brings forth a smile that is true to you. Its offerings include items that reflect this philosophy, such as knitwear featuring an original handwritten-style logo.
Concept
A coined term combining “Effuse” and “hymy” (“smile”). Wearing its pieces brings forth a smile that is true to you.