Tagline
Adorably self-indulgent, with the freedom of a kitten
Hauls is an apparel brand founded in Japan in 2022. Produced by influencer and idol Hauki, it offers unisex trend items that can be worn by anyone, regardless of gender. Guided by the phrase “Adorably self-indulgent, with the freedom of a kitten,” the brand’s philosophy is to create clothing that combines cuteness with a sense of fragility and freedom. Its offerings center on tracksuits and matching sets, and include T-shirts, tops, bottoms, dresses, bags, shoes, and accessories.
Concept
The brand was born from a desire to create clothing that brings together cuteness, an almost fleeting sense of fragility, and freedom. Built around unisex trend items for all genders, it aims to help people express what feels current while also valuing their individuality.