Tagline
A Lover for Every Day
idem is a Japanese womenswear brand launched in 2020 by model Rinko Murata, who serves as its brand director. It offers clothing built on a foundation of basics, with playful details that add color to everyday life. The brand’s theme is “A Lover for Every Day.” Murata handles design, planning, and direction, with the aim of creating clothes that stay close to people in their daily lives and encourage those who wear them. The brand focuses on e-commerce and also holds limited-time pop-ups.
Concept
The brand aims to create warm, personal clothing that stays close to people in their daily lives, encourages them, and helps them step a little beyond their usual selves. It is intended to be like a good-luck charm or a lover to those who choose it.