[Adastria Co., Ltd.] D2C brand “O0u” of Adastria subsidiary
“ADOORLINK” is available at Rakuten Fashion Week TOKYO
First participation in 2025 S/S! Announcing the collection at the brand’s first runway show
*Adastria Co., Ltd.*
Press release: September 5, 2024
**
D2C brand “O0u” of Adastria subsidiary “ADOORLINK” will be featured in Rakuten Fashion Week TOKYO 2025
Participating in S/S for the first time! Announcing the collection at the brand’s first runway show
*Expressing sustainable fashion under the theme of “LIVING IN A CIRCULAR WORLD”* * “Play
Adastria Co., Ltd. (Headquarters: 2-21-1 Shibuya, Shibuya-ku, Tokyo, President and CEO: Kimura
The lifestyle D2C brand “O0u” developed by the subsidiary “ADOORLINK” established by Osamu) will be released on Rakuten on Wednesday, September 4, 2024.
I participated in Fashion Week TOKYO for the first time. The concept for this runway show, which will be our first participation, is “LIVING IN A CIRCULAR.
WORLD”, the entire venue was wrapped in a production of CIRCULATION, and the 2025 Spring/Summer collection was presented to an audience of approximately 520 people.*
With the theme of “New, normal. New, cool.”, the lifestyle brand “O0u” was born based on new lifestyles and values.It sells lifestyle items made with sustainable materials and manufacturing technology through D2C. It is expanding. The brand name “O0u” is used as a symbol of the intersection of different elements, with the circular arcs O (O) and 0 (Zero) representing diversity and inclusion, and the “U” representing you being a brand that is close to each person. It expresses that.
* ■2025 SPRING SUMMER COLLECTION CONCEPT *
“LIVING IN A CIRCULAR WORLD”
A circle that means CIRCULATION, a round earth.
The concept of this collection is that the use of resources, culture, and trends become distorted when we try to force them to stick out from a circle.The concept of this collection is to wish for a natural body without corners, peace and health.
“O” and “0” are shaped like a circle with no beginning or end. “LIVING IN A” which is also the concept of this collection.
The event was held in the atrium of the Telecom Center Building as a venue to express “CIRCULAR WORLD.”A large circular monument was created in the center of the venue.
* ■2025 SPRING SUMMER COLLECTION ALL LOOK *
* ■Partnership *
For this show, we are partnering with a number of brands and companies that sympathize with O0u’s sustainable brand creation. Diana Co., Ltd., which manufactures sustainable products with a focus on shoes and bags, has released diana, an adult feminine sneaker brand. Create a clean look on your feet at the show with sneakers made from sustainable materials.
From 2023, employees at all stores will wear uniforms made from sustainable fabric jointly developed by O0u and Zoff. We provided glasses and other eyewear to create a gorgeous collection.
In addition, we have cooperated with many companies, such as incorporating fabrics from Marui Orimono, which manufactures the long-life functional material “eversmart” used in “O0u”, into our clothes. It was a show that shaped community building.
* ■【O0u×+diana】COLLABORATION LOOK *
* ■【O0u×Zoff】COLLABORATION LOOK *
* ■【O0u×Marui Orimono】COLLABORATION LOOK *
* ■O0u 2025 SPRING SUMMER COLLECTION *
* -Date and time-*
2024.09.04(WED)
Runway show start: 21:30
* -venue-*
Telecom Center Atrium
1F Telecom Center Building, 2-5-10 Aomi, Koto-ku, Tokyo 135-0064
* ■About the glasses brand “Zoff” *
The origins of Zoff have remained unchanged since its founding. “We want to create a society where people can change their glasses every day like a T-shirt, more freely, happily, and easily.” Glasses are not just for “seeing” and “attracting people”, they have many possibilities to enrich people’s hearts and lives. By creating new value for eyeglasses with innovative ideas that no one else can, and increasing the presence of eyeglasses as the center of the face, we hope to create an era in which eyeglasses are the main character.
-Official brand site URL- https://www.zoff.com/
* ■About Diana Co., Ltd. *
Diana Group “proposes a new era through products”
We aim to enrich our customers’ lifestyles and develop in harmony with society. Our consistent aim since our founding is to
We offer a new era through beautiful pumps and add rich color to our customers’ lives.
It is about enriching the hearts of everyone involved.
Based on our corporate philosophy: “Be beautiful, be yourself, and be honest. We will grow and contribute to society.”
We utilize the individuality of our employees, respect diversity, and We aim to create a corporate structure that allows individual growth to be felt.
-Official brand site URL- https://www.dianashoes.co.jp/
* ■About Marui Textile Co., Ltd. *
Marui Textile Co., Ltd.
-Head office location-15 Kunogibe, Nakanoto-cho, Kashima-gun, Ishikawa Prefecture
-Tokyo Sales Office-T&T Building 4F, Higashi 3-25-10, Shibuya-ku, Tokyo -Official homepage URL- * https://www.maruig.co.jp/*
* ■Companies that cooperated *
* ■What is “Rakuten Fashion Week TOKYO” *
“Fashion Week”
is a fashion festival held twice a year in fashion cities around the world, where trends for the next season are born from the latest collections presented at fashion shows and exhibitions. Among the world’s fashion weeks, those held in five cities that have great information dissemination power due to their historical and topical nature are Paris, Milan, London, New York, and Tokyo, and are collectively known as the “Five Big Fashion Weeks.” , has great influence. The fashion week held in Tokyo is “Rakuten
Fashion Week TOKYO (Rakuten Fashion Week Tokyo).
https://rakutenfashionweektokyo.com/jp/
* ■About O0u *
“O0u” is a lifestyle brand that was born in 2021 based on a new lifestyle and values.
Empathy rather than admiration, universality rather than
individuality, kindness that embraces diversity in addition to diversity, and values of matching oneself to who one is rather than matching one’s clothes, to the earth and oneself. It is also an honest and friendly brand. We are developing D2C lifestyle items that are particular about sustainable materials and manufacturing techniques. -Official brand site- https://o0u.com
-Official Instagram- https://www.instagram.com/o0u_official
* ■About ADOORLINK *
“ADOORLINK” is engaged in the D2C business of developing apparel brands that are particular about sustainable materials and
manufacturing technology, and the upcycling business of leftover inventory and sample products. Through our D2C business and upcycle business, we aim to realize an apparel circular economy by integrating everything from production to sales, followed by repair, reuse, and recycling.
* ■About Adastria Co., Ltd. *
Adastria Co., Ltd. (Representative Director and President: Kimura Osamu) is a casual fashion specialty store chain with approximately 1,500 stores in Japan and overseas, carrying over 30 group brands such as Global Work, Nicoando, and Lawry’s Farm. Celebrating its 70th anniversary in 2023, Play
With our mission of “fashion!”, we aim to become a “good community co-creation company” that creates an open community where people and information can exchange and creates new value.
-Headquarters location- Shibuya Hikarie, 2-21-1 Shibuya, Shibuya-ku, Tokyo 150-8510
-URL- https://www.adastria.co.jp/