maturely is a Japanese womenswear brand launched by BEAMS BOY in Fall 2017. With “MODETRAD,” a combination of MODE and TRADITIONAL, as its keyword, it presents collections that reinterpret the backgrounds of traditional clothing in a contemporary way. The brand is presented as being for women who appreciate both trad and mode and enjoy wearing the clothes they like without being bound by rules.
Concept
With “MODETRAD,” a combination of MODE and TRADITIONAL, as its keyword, the brand gives the backgrounds of traditional clothing a modern reinterpretation. It is aimed at women who appreciate trad and mode and want to wear the clothes they like without being bound by rules.