Tagline
Beloved lingerie to bring happiness to your everyday life
Feliture is a Japanese lingerie brand launched in November 2020. It is planned and operated by toiro Co., Ltd., based in Meguro, Tokyo, and sells products primarily through e-commerce, including bras and panties, wireless bras, sleep bras, and camisoles. It initially launched as “Chéry” and was renamed Feliture on March 8, 2021. The brand name is a coined word combining Felice (happiness) and couverture (covering), reflecting its aim to create “lingerie that envelops happiness” and its guiding phrase, “beloved lingerie that brings a sense of happiness.” With product offerings for smaller busts at its core, the brand provides lingerie for everyday wear.
Concept
Lingerie that envelops happiness, for you to wear.