BRAND IDENTITY

We understand that every purchase you make is important to you and anything important is worth celebrating. To celebrate your reason for purchasing, our Ikigai Initiative rewards and celebrates all of your purchases (and other actions with our brand), big or small.

We mean it when we say we want to be and create something to look forward to. The Ikigai Initiative is a, what we like to call, celebration system that helps us help you help us.

Your credits accumulate on two timelines: throughout your Lifetime, and every Season.

Wear what you love; Love what you wear

MISSION STATEMENT

We understand that every purchase you make is important to you and anything important is worth celebrating. To celebrate your reason for purchasing, our Ikigai Initiative rewards and celebrates all of your purchases (and other actions with our brand), big or small.

We mean it when we say we want to be and create something to look forward to. The Ikigai Initiative is a, what we like to call, celebration system that helps us help you help us.

Your credits accumulate on two timelines: throughout your Lifetime, and every Season.

KAIZEN [改善]: CHANGE FOR BETTER, CONTINUOUS IMPROVEMENT

CORE VALUES

We understand that every purchase you make is important to you and anything important is worth celebrating. To celebrate your reason for purchasing, our Ikigai Initiative rewards and celebrates all of your purchases (and other actions with our brand), big or small.

We mean it when we say we want to be and create something to look forward to. The Ikigai Initiative is a, what we like to call, celebration system that helps us help you help us.

Your credits accumulate on two timelines: throughout your Lifetime, and every Season.

raison d'être: Reason or excuse for being; rational cause or ground for existence.

Meet the Founder, Yū-chan

Horns, Heart, Halo, 4-Point Star.

Our esteemed and beloved Founder, Mascot and Owner:
優 (yū) meaning "excellence, superiority, gentleness",
悠(yū) meaning "permanence",
勇(yū) meaning "brave

ヤバい (yabai)