Core Strategy and Vision
The “UA CURATED” project aligns with United Arrows’ mid-term management plan (FY2024-FY2026), specifically the “UA CREATIVITY Strategy: Corporate Brand Rebranding.” The goal is to refresh the corporate image and broaden its appeal to the next generation by reaching out to various “kaiwai” (communities or subcultures) beyond traditional brand communication. This innovative approach seeks to foster new forms of engagement, much like a cultural exchange where fresh eyes interpret established aesthetics.
The New Curated Stores: A Trio of Unique Visions
Our Closets: Real Clothes, Real Voices
Our Closets, one of the newly launched stores, dives into the concept of “real clothes” – everyday fashion that resonates deeply with individual style. Produced by the acclaimed podcast program AfterParty, this store features curated selections from artists Minky Qian and Miyu, alongside YouTuber and poet Veteran Chi. Each collaborator has handpicked items from United Arrows’ extensive range, envisioning them as essential additions to their personal wardrobes.
This intimate approach allows shoppers to experience fashion through the eyes of diverse creators, fostering a sense of shared discovery. “It’s like stepping into a friend’s impeccably styled closet, finding pieces that truly speak to their personality,” one might feel when exploring the collection.
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Collaborators & Voices:
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Veteran Chi: A YouTuber and kashin (waka poet) who entered the University of Tokyo’s Faculty of Medicine in 2017. Known for his unique blend of academic pursuits and creative expression.
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Miyu: A jewelry artist who moved to Tokyo in 2020 to study at the Bunka Fashion College and plans to study engraving in Denmark in 2025. Her work reflects a global perspective on craftsmanship.
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Minky Qian: An artist from Chengdu, China, currently enrolled in the Tokyo University of the Arts. Her multidisciplinary practice spans painting, product design, and video performance.
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AfterParty: A podcast featuring three editors/writers who critically yet passionately discuss fashion’s intersection with society. They were recognized by Spotify as “RADAR: Podcasters 2025.”
Visit Our Closets: https://store.united-arrows.co.jp/s/all/re/202510/ourclosets/
For more on AfterParty’s collaboration: https://store.united-arrows.co.jp/ua_columns/hitomonoutsuwa/hito/19047 -
Sandwich: A Blend of Cultures and Colors
The “Sandwich” store, set to launch on February 12th, is a conceptual select shop curated by Korean creator Bomi. It beautifully bridges Japanese and Korean styles, offering a mix-and-match aesthetic inspired by the layering of colors, materials, and labels, much like a delicious sandwich. The concept also draws from the Korean tradition of enjoying sandwiches during spring picnics, infusing the collection with a fresh, seasonal feel.
Bomi’s curation emphasizes layered styles, incorporating keywords like lace, denim, and pale colors, inviting customers to enjoy a “picnic-ready” wardrobe. This cross-cultural curation offers a unique flavor, blending the sophisticated casualness often found in Korean street style with Japanese elegance.
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Collaborator: Bomi: A Seoul-based creator, model, and owner of her own apparel and eyewear brands. Her charm lies in her ability to effortlessly navigate between sweet and street styles, creating relaxed, natural fashion that fits everyday life. She has also appeared in Japanese media, including GINZA magazine.
Discover Sandwich: https://store.united-arrows.co.jp/s/all/re/202510/curated/sandwich (Launching Feb 12)
Read GINZA magazine’s report on Bomi’s curation: https://ginzamag.com/categories/promotion/561329
ひとゝ服 (People and Clothing) & UA CHOOSE: Youthful Self-Discovery
“ひとゝ服” (Hito to Fuku, meaning “People and Clothing”) is a project directed by stylist TEPPEI, focusing on fashion-conscious young individuals, averaging 19.9 years old, as they explore “unknown selves.” This initiative challenges United Arrows, whose average customer age is in their 30s and 40s, to discover new possibilities across generations. The underlying belief is that seriously engaging with youth fashion will lead to valuable proposals for adult customers.
The project culminates in a visual book, capturing the moments when these young people awaken to new aspects of themselves by donning carefully selected clothes. TEPPEI’s styling, combined with youthful sensibilities, creates a unique world delivered to society in book form. Complementing this is the web store “UA CHOOSE” (Your Choose), also launching on February 12th, where the young participants themselves select items from United Arrows’ product range based on the theme of “authenticity,” sharing their unadorned thoughts on what they truly desire.
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Collaborator: Stylist TEPPEI: Born in Shiga Prefecture in 1983, TEPPEI gained popularity as a central figure in the early 2000s street snap boom. He is now active in fashion brand advertising and shows, also directing artist images and visuals. His unique fashion philosophy resonates with many across generations.
Explore ひとゝ服: https://store.united-arrows.co.jp/s/all/re/202510/curated/peopleandclothing/ (Launching Feb 12)
Discover UA CHOOSE: https://store.united-arrows.co.jp/s/all/re/202510/uachoose/ (Launching Feb 12)
The Future of Fashion and Kawaii Culture
This ambitious “UA CURATED” initiative by United Arrows represents a significant step towards a more inclusive and dynamic fashion landscape. By empowering diverse creators and tapping into niche “kaiwai” cultures, the brand is not only refreshing its own image but also setting a precedent for how traditional retailers can engage with evolving consumer tastes. The focus on authenticity, individual expression, and cross-cultural dialogue, especially with younger generations, is poised to influence the broader currents of fashion, potentially weaving new threads into the global tapestry of Kawaii culture by showcasing its adaptability and diverse interpretations. This move highlights a future where fashion is less about top-down trends and more about collective, curated narratives.
