Pheeta

Country

Japan

Founded

2019

Category

Clothing / Accessories

Pheeta is a Japanese brand launched by United Arrows for Spring/Summer 2019. Based on the concept of “clothes that connect,” director Naoko Jinde collaborates with factories and artisans in Japan and around the world to pass on to the next generation rare techniques worth preserving and special garments handed down within families. The brand focuses primarily on womenswear and sells through its own stores as well as wholesale to select shops and department stores. It recommends aftercare that involves re-dyeing garments.

Pheeta creates clothing around the concept of “connecting.” It hopes to pass on rare techniques around the world that are worth preserving, as well as special garments that are handed down within families, together with people who share its values. This painstaking craft, like a living thing, fosters culture as it is passed down and inspires attachment. It aims to connect a treasured garment from one person to another.

Clothes that connect

• UNITED ARROWS 1989

  Pheeta is a label offered within the UNITED ARROWS brand family. With the concept of passing on to the next generation rare techniques preserved around the world and garments that can be handed down within families, it offers products incorporating handwork and traditional techniques. Unlike the comprehensive assortment of UNITED ARROWS itself, it serves as an independent line focused mainly on womenswear, with craft, heritage, and long-term use as its guiding themes.

  A craft line centered on traditional techniques and heritage