HEYUMM

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Country: Japan
Founded: 2021 2020s
Category: Clothing
Related brands: Clothing brands founded in the 2020s Clothing brands from Japan

Overview

Tagline

“MY OWN” Refresh my every day with a touch of grown-up cuteness

HEYUMM is a fashion brand for all genders (women and men), launched in 2021 as a private label of SENSE OF PLACE by URBAN RESEARCH, part of URBAN RESEARCH. Targeting people aged 19–25, its name is said to mean “purity” or “to think” in an old Korean word. The brand concept in 2023 was “MY OWN: Refresh my every day with a touch of grown-up cuteness,” and it proposes clothing that supports people who dress stylishly for themselves, not for someone else.

Concept

The brand proposes grown-up-cute clothing that can offer even a little support to everyone who dresses stylishly for themselves, not for someone else.

Related brands

Parent brands and sub-brands, ordered by founding year.

Related brands: 1 brands
Founded: 2013

Year Brand Category Description

2013

SENSE OF PLACE

Parent brand

Clothing

A separate offering of adult-cute styles centered on dressing for oneself

A private label of SENSE OF PLACE by URBAN RESEARCH. In 2023, it was updated with a new co

A private label of SENSE OF PLACE by URBAN RESEARCH. In 2023, it was updated with a new concept and, under the theme “MY OWN,” began proposing clothes with an adult-cute style for people who dress “for themselves.” It was introduced alongside Uiscel SENSE OF PLACE at the 2022 LIMITED STORE and was treated in the in-store lineup as a separate offering alongside the main label, BLOMSTER SENSE OF PLACE, and Uiscel SENSE OF PLACE. Within SENSE OF PLACE, it is positioned as the line responsible for proposing styles for women.

2013 Parent brand

SENSE OF PLACE

Clothing

A separate offering of adult-cute styles centered on dressing for oneself

A private label of SENSE OF PLACE by URBAN RESEARCH. In 2023, it was updated with a new co