HEILIS is a Japanese women's casual brand operated by Fujikou Co., Ltd. in Yokohama, Kanagawa Prefecture. Its name is derived from POLARIS, the guiding star of the Big Dipper, and its concept centers on cherishing one's own tastes and maintaining a distinctive style. The brand focuses on designs that bring together street, feminine, and chic influences, offering tops, bottoms, dresses, outerwear, and fashion accessories incorporating Korean trends. It sells original and selected items, primarily online.
Concept
HEILIS takes its name from POLARIS, the guiding star of the Big Dipper, which continues to shine in the night sky without changing. Its concept is to cherish one's own tastes and maintain a distinctive style amid a changing world. Designs bring together the differing moods of street, feminine, and chic styles. Refined silhouettes, considered details, and playful layering are combined in pieces that incorporate Korean trends while allowing wearers to remain true to themselves. The brand aims to offer clothing that feels comfortable each time it is worn and helps people feel more at ease with their natural selves. HEILIS offers fashion through which people can shine in their own way at any moment.