blurorange

blurorange was launched by Tomoyo Blurorange, born in Isahaya City, Nagasaki Prefecture. After working at a men's clothing store in Osaka, as a hostess, and in office work, she entered the Department of Psychology at Kansai University's Faculty of Letters through adult admission. Could the knowledge of cognitive psychology learned there be combined with "fashion"? — from such inspiration, the idea of clothing making incorporating "optical illusions" was born.

In June 2017, the gender-free apparel brand "blurorange" started. Feeling that general genderless clothes have men-leaning designs as a challenge, from the reverse thinking of "ladies' cute designs, in men's sizes," the brand began original production of "dressing male torsos in ladies' clothes and pattern-adjusting."

In June 2018, the brand held "Fashion Posium" jointly with University of Tokyo Professor Ayumi Yasutomi at the Yasuda Auditorium. The fashion show — where diverse models including transgender people, cross-dressers, and athletes walked the runway at the historic Yasuda Auditorium — became a topic of conversation in Japan and abroad as a challenge to "change the world with dresses."

Subsequently, the brand expanded its scope of activities — including the panier + skirt hybrid item "Magic Panete" born from crowdfunding, the start of made-to-order services, department store pop-ups, drama costume provision, and participation in the Osaka-Kansai Expo. Aiming for a society where everyone can wear their own "cute" — unbound by gender or body shape — the brand continues clothing making and communication from Osaka today.

A gender-free brand making "cute clothes" in men's sizes

blurorange is a gender-free brand with the catchphrase "cute clothes in men's sizes." Rather than the "men-leaning design" common in unisex clothes, the brand pursues silhouettes — based on ladies-like designs — that even people with masculine bone structure can wear beautifully without strain.

Pattern design incorporating optical illusions from cognitive psychology

Brand representative Tomoyo Blurorange has a background of studying psychology, particularly cognitive psychology, at university. The characteristic is clothing making with ingenuity — adjusting shoulder line switching positions, neckline angles, and gather placement — using visual effects through pattern work that makes shoulder width and hips look neat.

Delivering "classic elegance" to everyone

The brand statement is "Delivering classic elegance to everyone." While cherishing details that praise classical cuteness — frills, lace, floral patterns, round collars — the brand is designed so that everyone can jump into the longed-for world view through size offerings that fit even tall sizes and sturdy body types.

Many touchpoints with media and society — drama costume provision, Expo participation

Fashion shows at the University of Tokyo's Yasuda Auditorium, costume provision for terrestrial dramas, features in newspapers, magazines, and web media, and participation in the Osaka-Kansai Expo Healthcare Pavilion — as a brand that communicates gender diversity through fashion, it draws attention in various places.