Tagline
Color the world through fashion
IRONY's TOKYO is a Japanese sustainable apparel brand founded in Tokyo in 2020 by four members who were 16 at the time. Designer Kazuki Sugawara and representative director Sota Shigeto are involved with the brand. Its offerings include T-shirts, sweatshirts, hoodies, and outerwear, and its signature elements are distinctive characters and graphics, along with the color green shared across its products. The brand centers on expressing through clothing the sense of incongruity, unease, and innocence found in what it considers cute, and aims to inspire confidence through fashion and make environmental issues feel closer to people.
Concept
“Expressing through clothing the ‘incongruity,’ ‘unease,’ and ‘innocence’ found in what I consider cute”