Tagline
Simple / Casual
MidiUmi is a coined name combining the French word “Midi” (south) and the Japanese word “umi” (sea). The brand is operated by Mother’s Industry, established in September 2003 and based in Osaka. Its brand website presents “Simple / Casual.” Its themes are simplicity that brings out the wearer’s inner self, casualness that keeps the wearer lively, and unpretentious everyday clothing for adults. It offers everyday women’s casualwear, including shirts, dresses, and pants, and presents collections for spring, summer, fall, and winter.
Concept
Simplicity that brings out the wearer’s inner self; casualness that keeps the wearer lively; unpretentious everyday clothing for adults. These are the themes.