Fashion brands — founded: 2010–2019 · related keyword: Wardrobe basics

Clothing for oneself, not for anyone else

5 AWARENESS is one of the three original lines of Curensology, launched by Element Rule in 2018. The line mainly offers basic items for “by the water and in summer,” including swimwear, loungewear, and T-shirts, with a focus on feel against the skin and coverage of the body. Curensology describes travel as “between the extraordinary and the everyday, and between the city and nature,” and proposes a wardrobe that connects travel destinations with everyday life. Items from 5 AWARENESS are also featured in the collection on the official website.

Femininity within casual style.

TENDER KITSCH LOOK

Find a basic style to your taste

With “art in everyday life” as its concept, the brand proposes basic shoes that can be worn in one’s own way, without pretension, in everyday life.

９＋（１ is you）

A-COLD-WALL* Essentials is a basic line (sub-brand) offered by London-based A-COLD-WALL*. The parent brand A-COLD-WALL* was founded by Samuel Ross in 2015 and offers men's and unisex apparel and accessories centered on industrial and architectural aesthetics. Essentials is an ongoing basic program focused on staple items such as logo T-shirts and hoodies, distributed through the official store and international select shops. The brand uses the phrase “The legacy of British Industry.”

Clothes that can remain close to everyday life in any era

Trends, closer than ever.

Comfortable and trendy style

THAT WHICH IS BASIC IS THAT WHICH IS UNIVERSAL.

Clothes that make individuality shine and add color.

Simple & Relax Essence Mode

Exploring the possibilities of everyday clothing in daily life

AMI approaches fashion in a relaxed and authentic way, with stylish and comprehensive wardrobes composed of timeless basics.

AMI approaches fashion in a relaxed and authentic way, with stylish and comprehensive wardrobes composed of timeless basics. Capturing its hometown’s unique, effortless elegance, AMI blurs the boundaries between casual and chic. Its values celebrate love and friendship, inclusion and diversity.

Embrace the Beauty of Being You.

Design by Our Experiences

Love yourself

Differentiating as a separate line the items presented as staples each season

Petite ≠ cute, petite = handsome

The brand combines natural fibers with its own designs and colors to create thoughtfully designed products with delicate details. From yarn production to product finishing, each item passes through a series of careful processes, resulting in a high-quality finish and timeless design.

Eco-conscious habits should start young

PlatinumLabel: A higher level of quality with a sweet touch of heart

Add color to everyday life through what you wear.

A reflection of the diversity that continues to define the city’s landscape, Awake NY draws on a plethora of Baque’s influences to capture the spirit and sensibility of the five boroughs. As the brand grows globally, community remains a core pillar.

B.Team is a teen-oriented diffusion line launched in 2010 by BENSIMON, a lifestyle brand from France. It was created by Serge Bensimon, founder of BENSIMON and responsible for its creative direction, and offered mixed-style clothing that complemented the brand’s iconic tennis shoes. Set against BENSIMON’s colorful, boundary-free lifestyle, it was a collection for younger consumers that combined basic items with playful elements; its introduction and sale are confirmed between 2014 and 2015. It is not currently listed among BENSIMON’s official active lines, so it can be considered discontinued.

SPORTY HEALTHY EASY

Fashion is most stylish and beautiful when its basic elements are in place.

The brand presents items that are trendy while expressing a basic sensibility unique to BASIC COTTON.

basics, before everything got so complicated

INDUSTRIAL STREET BRAND

Clothes that don't necessarily contain complicated symbolisms but present the best feelings when touched.

Quality＆Relax

Dignity of material and texture

My story,My jewelry.

Love who you are on days off without a suit.

SHOES MAKE YOUR DAYS SPECIAL (Shoes to make every day special)

Make Yourself Comfortable™

A superior finish with meticulous attention to feel and silhouette

The new standard in underwear.

The Style of No Style

Always Belle Cute (Cawaii) Girls

A “special gift” for you, making every day feel like a birthday.

Universality, Diversity, +α

Bonheur is a women-focused fashion label launched in Paris in 2011 by Natasha Basic. Centered on easy-to-wear casualwear, it offers separates and shoes, among other items. Its philosophy includes fair labor standards for employees and a commitment to environmentally conscious manufacturing processes.

Everyone can enjoy fashion

You asked for better, sustainable activewear. It's finally here.

CAROLINA GLASER BLACK is the second line of CAROLINA GLASER, developed by the Japanese select shop BEAMS. It made its debut in the Spring/Summer 2019 season and offers high-basic clothing. The line is designed by singer and designer MEG.