JEANS MATE

BLUE STANDARD began in 2014 as a new business format of Jeans Mate and has been developed from the outset as a men's private brand centered on men in their 30s and 40s. It continues to be offered as adult men's casualwear in the current official online store, and a 2020 IR report classified it as the brand responsible for the men's side of the private-brand portfolio. Its role is distinct from UNIIT, aimed at younger men, and fort point, the main women's brand; BLUE STANDARD serves as the core of men's staples in both physical stores and e-commerce.

UNIIT was launched in 2014 as a private brand for young men, following Blue Standard, and in 2021 opened a standalone brand store as a private brand for Generation Z. UNIIT products are still listed in the official online store, where the brand continues to offer simple, trend-conscious styles. While Blue Standard targets adult men and fort point is centered on womenswear, UNIIT is positioned as the menswear-focused line for younger generations.

fort point is a line that has been developed as the leading women’s private label within the Jeans Mate private-label portfolio, and was positioned as a leading women’s private label in the 2020 IR materials as well. The current official online store lists products labeled C-FORT POINT on the fort point page, and the line continues to be offered on its own dedicated page. Its role in supporting women’s staples is clearly defined alongside Blue Standard’s focus on menswear and UNIIT’s focus on younger consumers.