Fashion brands — founded: 2008 · related keyword: Functional clothing

77kids by american eagle was a children’s apparel brand launched in 2008 by U.S.-based American Eagle Outfitters. Primarily aimed at children aged 2–10, it offered denim, fleece, T-shirts, dresses, outerwear, shoes, and accessories, and added little77, a line for infants and toddlers, in 2010. The brand aimed to balance the styles children seek with the functionality, durability, and value mothers prioritize, describing its perspective as “thoughtful, playful and real.” The business was sold in August 2012, bringing 77kids by american eagle to an end.

BLACK MONSTER FIT, launched in South Korea in 2008, is an athleisure brand. Operated by BMF, based in Yangju, Gyeonggi Province, it focuses on fitness wear, gym wear, and training wear, and also offers everyday clothing and water sports products such as rash guards and swimwear. Centered on in-house processes and functional materials, it aims to balance reasonable prices with quality while reflecting users’ needs for ease of use during exercise. Its stated aim is to “create a better fitness lifestyle,” and it offers clothing for men and women.

BODY TOUGHNESS is a Japanese high-performance innerwear brand launched in 2008 by Otokuni Gloves Co., Ltd. The brand primarily offers functional innerwear for work sites, with products featuring moisture-wicking and quick-drying, cooling, thermal, deodorizing, and stretch properties. Its range has also expanded to sports uses such as road cycling, motorcycling, fishing, trekking, and golf. Drawing on practical expertise developed through many years of manufacturing work gloves, the brand proposes innerwear designed to be a “second skin,” under the slogan “Frontline quality at the best cost performance.”

Bread & Boxers is a brand founded in 2008 in Stockholm, Sweden, by Henrik Lindahl and Alexander Palmgren. It began as underwear for hotel rooms, inspired by an experience of losing luggage while traveling. Today, it offers everyday basics such as underwear, T-shirts, and loungewear for men and women. The brand emphasizes simplicity, comfort, and functionality, and is committed to making clothing for everyday life.

CONVERSE ADDICT is a high-end footwear line for the Japanese market that launched in 2008 to commemorate the 100th anniversary of Converse. Based on heritage models such as Chuck Taylor and Jack Purcell, it incorporates features including Vibram soles and cup insoles. Guided by the motto “pursuing functional beauty without losing a sense of the classic,” the line centers on the idea of evolving vintage while balancing a classic appearance with functionality.

Calvin Klein Performance is a sub-brand of Calvin Klein, originating in New York, USA, and an active/performance line launched in 2008 by Calvin Klein, Inc. under a licensing agreement with G-III Apparel Group. Centered on innovation, fit, and functionality, it offers activewear for men and women that combines advanced fabric technology with classic American design, primarily in North America and Asia.

DOLL OUTERWEAR is a snowboarding apparel brand that launched in South Korea in 2008. It develops trend-oriented snowboarding apparel that combines reasonable prices and functionality, with production centered on its own manufacturing. Its vision is “Designing Experiences for the Ride,” and it emphasizes functionality tested in the field and relationships with riders. Its products include jackets, pants, jumpsuits, sets, and accessories for men, women, and children.

Damart Sport is a sportswear line launched in 2008 by the French brand Damart. Built on Damart textile technologies such as Thermolactyl, it offers functional clothing designed with comfort during exercise in mind. Official materials describe its focus as “well-being through sport,” and the line caters to a wide range of activities, from outdoor pursuits to indoor exercise. It is a sports-oriented line derived from Damart.

ENGINEERED GARMENTS WORKADAY was introduced in New York in 2008 as a second line of Engineered Garments and is a wardrobe collection. Under designer Daiki Suzuki, it offers basic shirts, jackets, pants, and other pieces intended as everyday “uniforms,” based on functional details derived from workwear and US military uniforms. It emphasizes orthodox construction and durable material choices, presenting its pieces as staples that can be worn year-round.

EVILACT is a Japanese motorcycle apparel brand launched in Yokohama in 2008 by Minato Yamamoto, a former custom painter. It incorporates a biker’s perspective into tough, functional basic items inspired by military, workwear, and outdoor styles, offering clothing and gear that pursue functional beauty. Centered on the simple desire to “enjoy riding motorcycles,” the brand proposes playful styles. Its lines also include EVILACT EYEWEAR for riding and GOODSPEED equipment, which offers bags and gear.

EVOC is a sports equipment brand based in Munich, Germany. It was founded in 2008 by product designers Holger Feist and Bernd Stücke. Drawing on the founders’ experiences in sports and travel, the brand began by developing backpacks with back protectors and travel bags for bicycles. Today, it offers backpacks, bags, and luggage for cycling, snow sports, and travel. Products are developed in Germany, with an emphasis on protecting people and equipment, functionality, and durability.

Fritzi aus Preußen is a German bag and accessories brand launched in Berlin in 2008 by designer Franziska Adler. It began as a second brand of LIEBESKIND BERLIN and was acquired by Roman Klaus and Esther de Wit in 2011. The brand offers bags and accessories that do not use animal-derived materials, with a focus on functionality and everyday use. It now also uses the name “fritzi,” and its products are designed in Germany and manufactured in China.

GELATO PIQUE KIDS & BABY is the kids’ and baby line of gelato pique, a Japanese loungewear brand. Launched by Mash Style Lab Co., Ltd. in fall 2008, the line offers apparel and goods in a range of sizes, designed to feel soft against delicate skin. The brand concept is “Dessert for Adults.” Its items emphasize originality as well as the texture and functionality of the textiles.

HEYDUDE is a casual footwear brand founded by Alessandro Rosano in Florence, Italy, in 2008. Centered on lightweight, easy-to-slip-on shoes that combine slipper-like comfort with the functionality of shoes for everyday use, the brand offers footwear and accessories for men, women, and children. Its direction is to “make everyday life simpler through shoes,” with Wally and Wendy as its core styles. Crocs completed its acquisition of the brand in February 2022, and HEYDUDE continues to operate as a Crocs brand.

KCB is a bag brand launched in 2008 in San Sebastián, Spain, by Jon Arrillaga and Xavi Alfons. Centered on handbags, it offers fashion accessories such as backpacks and wallets. The brand describes its designs as contemporary, urban, and functional, with an emphasis on everyday usability. Its range also includes products made with recycled materials and vegan products certified PETA-Approved Vegan.

KZM is an outdoor and lifestyle brand founded in Korea in 2008. Starting with camping equipment, it has expanded into fishing gear through KZM FISHING and apparel and fashion accessories through KZM APPAREL, offering products that connect experiences in nature with everyday life. The brand slogan is “Keep Zest Moving.” It emphasizes functionality tested in the field, intuitive simplicity, designs suited to both natural and urban environments, and durability for long-term use. With “CROSS THE BOUNDARIES” as its motto, KZM APPAREL offers apparel spanning lifestyle, street, outdoor, and gorpcore styles.

McGREGOR Budge Dragon was an American casual collaboration line announced in 2008 through a joint project with BEAMS by Nichimen Infinity (now Sojitz Infinity), which handled the Japanese operations of McGREGOR, a brand originating in the United States. The line offered garments that reworked McGREGOR’s original designs from the 1950s and 1960s in a contemporary style, with a focus on comfort, material feel, functionality, and patternmaking. Its brand concept was “Vintage Modern,” and it featured a dragon icon derived from Don Budge.

Xersion (pronunciation: null) is JCPenney’s private-label activewear brand. Introduced at JCPenney in 2008, it offers apparel for men, women, and kids in a wide range of sizes, designed to be worn from training to everyday life. JCPenney’s in-house product development and design teams lead the design, with a focus on functionality and comfortable wear through performance technologies such as EVERAIR™, under the slogan “Motivation to Move.”

amiacalva is a Japanese bag brand started in Osaka in 2008 by bag designer Kazuhiro Kato, and debuted in 2010. It offers a range of bags, including backpacks, messenger bags, shoulder bags, and tote bags, and oversees the entire production process, from design and material selection to cutting and sewing. The brand name derives from an ancient fish that has retained its form over many years, and its official concept is to pursue perfected design and functionality. Its products, made using Okayama combed canvas and Tochigi leather, are sold in Japan and overseas.

aniary is a Japanese leather bag and leather goods brand launched in Tokyo in 2008 by Plume Co., Ltd. Shigeru Otomo is responsible for design, and the brand offers wallets and accessories alongside its bags. The brand name derives from “An ideal and reality,” and its philosophy is to pursue ideals while remaining mindful of reality in its product proposals. Its core principles are supple, lightweight, richly colored leather; original hardware crafted with attention to detail; functional, plain designs free of unnecessary ornamentation; and careful Japanese craftsmanship.

junhashimoto is a Japanese fashion brand founded by designer Jun Hashimoto in 2008. Its concept is “Japanese Classico.” Centered on the spirit of “iki,” cultivated over a long history, the brand pursues simple, practical real clothes stripped of excess ornamentation, with the design philosophy of combining design and functionality.

Marie Claire bis is an apparel line derived from the French women's magazine Marie Claire. It began operating in Japan in February 2008 as a second clothing line. Centered on functional clothing suited to everyday use, it proposes athleisure fashion that incorporates sportswear into everyday outfits. Its offerings focus on women's apparel and also include licensed products such as hats, bags, and shoes.