MELLOW is a fashion brand that began in California, USA, in 1989. In the 2000s, it brought on a Japanese creative director and relaunched as a Japan-planned brand. Centered on apparel for men and women, it develops collections themed around hippie culture and classic surf, using patterns and materials that incorporate trend elements each season. Its brand icons include a board logo featuring a fish tail motif and the character “Mr.Marvie,” inspired by illustrations in 1960s surf magazines.
Concept
The brand develops items themed around hippie culture and classic surf, using patterns and materials that incorporate trend elements each season.