Tagline
I want to put ribbons on cute things.
hugi is a Japanese fashion brand founded by director and designer kie. Its offerings focus on clothing and also include accessories, bags, and miscellaneous goods. Its philosophy is to let people freely enjoy what they find cute and what they like, regardless of age or social standing. Roses and ribbons are signature motifs. For its original clothing, kie personally handles everything from planning and fabric selection to sewing instructions, while also selecting imported products for its accessories and miscellaneous goods.
Concept
hugi is a brand for people who do not want to forget the feeling of excitement.