fu/de

Achieve International Inc., which operates fu/de, is based in Kojima, Kurashiki City, Okayama Prefecture — known as a denim production area — engaging in apparel planning, manufacturing, and sales. One of the brands born from this is fu/de — an apparel brand particular about domestic fabrics and domestic sewing.

The brand name carries the thought of wanting clothes and people to "softly and comfortably stay close to each other" in daily life. The stars are domestic 100% cotton denim and domestic fabrics carefully selected each season. Re-examining everything from fabric selection to patterns, sewing, and finishing — the brand tailors pieces particular about feel, ease of movement, and beautiful lines.

The company also develops the "WEBBER" brand using upcycled fabrics leveraging fabric and yarn scraps — facing clothing making with different approaches: "fu/de, particular from the fabric," and "WEBBER, creating new value through upcycling." Common to both brands is cherishing domestic production and slightly enriching the lives of wearers.

At the Kurashiki Bikan Historical Quarter and Kojima Jeans Street stores, you can actually pick up fu/de and WEBBER items, and the brand also connects directly with people nationwide at craft events and marches in various places. Going forward, fu/de will continue to communicate "Japan-made clothes you can wear for a long time" — unbound by trends, age, or gender — from Kojima.

Carefully selected domestic fabrics and careful domestic sewing

fu/de mainly adopts Japan-made fabrics — particularly high-quality domestic 100% cotton denim. To maximally draw out the texture and durability of materials, the brand collaborates with domestic sewing factories — producing each piece carefully. While staying close to daily casual style, the brand delivers items combined with reliability for long-term wear.

Simple designs that can be enjoyed unisex

Denim pants, overalls, open-collar shirts, shorts — fu/de's items are characterized by silhouettes and sizes enjoyable regardless of gender. Rather than excessive decoration, simple designs particular about beautiful lines, wearing comfort, and ease of movement — naturally fitting into wardrobes without restriction on wearer or scene.

Making "universal pieces" unaffected by trends

Rather than chasing the trends of the moment, pursuing universal designs and silhouettes that can be enjoyed for a long time is also fu/de's commitment. Denim that deepens in flavor the more you wear it, shirts and pants active regardless of season — planned and produced aiming for "partner" pieces where your individuality blends in with the passage of time.

Ethical perspective and collaboration with sister brand "WEBBER"

Together with sister brand "WEBBER" — which uses domestic upcycled fabrics including fabric and yarn scraps — the brand operates with attention also to the background of production. Centered on the Kojima manufacturing factory, through the Kurashiki Bikan Historical Quarter store, Kojima Jeans Street store, and participation in craft events in various places, the brand expands initiatives directly connecting "makers" and "users" from the production area.