yori

yori was born from the simple thought of "wanting to deliver made-in-Japan particular about high-quality materials and details at an affordable price." Just as thread is made by twisting cotton, the wish of combining good things and wanting someone to happily wear carefully made clothes is embedded in the brand name as well.

The designer is a mom designer who handles the brand while raising children. Even in busy daily life, valuing "coordinated with just one piece without thinking about coordination" and "lifting your mood just by wearing," she subtly covers concerning parts while pursuing balance that looks beautiful from 360 degrees.

Centered on blouses and cut-and-sew tops with excellent balance of sweetness, cuteness, and elegance, the brand totally develops pants, skirts, dresses, and outerwear. While incorporating soft frills, tiered designs, and three-dimensional silhouettes, the brand expresses "adult cute" that doesn't become childish.

A sister line "shirocon" — which dresses up the brand's world view further — is also developed, accommodating ceremony scenes and special-day attire. Through pop-ups at department stores such as Isetan Shinjuku and the global online store "yori-shirocon.com," the brand expands its world view to fans in Japan and abroad.

"Adult feminine" with exquisite balance of sweetness, cuteness, and elegance

While incorporating attractive details — large collars, frills, tiered silhouettes — designs adjusted to not-too-much sweetness are yori-like. The "just right sweetness" that adult women can enjoy without strain is gathering popularity.

Made-in-Japan particular about materials, patterns, and details

From fabric selection to sewing, the brand performs clothing making particular about Made in Japan. The characteristic is the use of high-quality materials that stay close to daily life while also bringing exhilaration — blouse materials with crispness and luster, and warm, lightweight knit materials.

Body cover and functionality from a "mom designer" perspective

Silhouette designs conscious of body cover are rich — tiered and peplum that softly hide the concerning abdomen and hip lines, and volume sleeves that don't pick up arm lines too much. With consideration for ease of movement and wearing comfort, the brand gains passionate support from moms of the parenting generation.

Special pieces delivered centered on online + pop-ups

While selling mainly through the official online store, the brand also actively holds limited-time shops at department stores such as Isetan Shinjuku. By preparing both online "one-click buying" and places to actually pick up and try at store, the brand lets customers experience the brand's world view at leisure.