MAISON DE REEFUR

REEFUR was the first original brand produced by Rinka for MAISON DE REEFUR, which opened in 2012. It consisted of two collections, daily wear and homewear, and handled everyday clothing and clothing for spending time at home within the parent brand’s broader lifestyle offering. In Fall/Winter 2015, the store’s original products were renewed as LI HUÀ, placing REEFUR before that transition as an early original brand. Later, in 2018, “M,” which proposed basic everyday clothing, was also launched, creating a lineup with multiple original clothing lines. As the parent brand suspended operations, all stores ended business on January 14, 2020.

In Fall/Winter 2015, MAISON DE REEFUR’s original products were revamped from the previous store-original label into LI HUÀ. Directed by Rinka, the line proposed products that reflected an image of a woman who loves everyday life, Japan’s distinctive aesthetic sensibilities of “transience” and “change,” and the flowers and plants of the four seasons. Following REEFUR, the first original brand centered on dailywear and homewear, it was developed as a line that expressed the parent brand’s worldview through an independent name and theme. In 2018, another original line, “M,” focused primarily on everyday clothing, was added. However, with the closure of all MAISON DE REEFUR stores, the brand’s operations ended on January 14, 2020.

M debuted in September 2018 as an original line of MAISON DE REEFUR, directed by Rinka. Guided by the idea of “living everyday life comfortably,” it focused on basic clothing such as camisoles, T-shirts, and denim, emphasizing closeness to the skin and comfort. While LI HUÀ, refreshed from the original products in 2015, was themed around Japanese aesthetics and seasonal flowers and plants, M was a line that selected and proposed clothing for everyday life. Whereas early REEFUR offered daily wear and homewear, M took on the clothing proposals of the parent brand in its later period. Its offerings ended along with those of the parent brand when all stores ceased operations.