Tagline
You only live once. In my life, I am the main character.
JSELF, founded in 2024 by creative director Azusa Takazono, is a Japanese fashion brand. Based in Tokyo, it focuses on apparel while also offering products beyond clothing, such as cosmetics. Its brand concept is “as it is.” (“as it is”), centered on “things that bring comfort and confidence when worn,” and it aims to develop offerings unconstrained by conventional notions of apparel. Its official website states, “You only live once. In my life, I am the main character.” The brand has presented collections since 24 F/W.
Concept
as it is. (“as it is”) / Things that bring comfort and confidence when worn