Tagline
True style is not confined by formal rules — it is a philosophy, a form of freedom.
Lamrof is a Japanese fashion brand launched in 2021 by designer Daisuke Sakamoto, who is from Sendai. It has presented men’s and women’s collections since the Fall/Winter 2022 season. The brand name is a coined word formed by reversing “Formal,” inspired by reversed spellings that were popular among African American jazz musicians in the 1940s. Guided by the concept of “dressing in the ideological opposite of formal attire,” the brand creates clothing that honors African American history and culture and is not overly oriented toward contemporary trends. Its official website states, “True style is not confined by formal rules — it is a philosophy, a form of freedom.”
Concept
Dressing in the ideological opposite of formal attire