Jiyuu - Subculture Apparel

Led the concept development, including naming, visual identity, art direction, and copywriting, to craft a cohesive brand story and purpose. Delivered multi-channel brand collateral that resonated with the target audience and aligned with the brand’s core values. JIYUU means “freedom” in Japanese.

Translation:

At JIYUU, we believe that true strength comes from authenticity. We are proud to be a brand that celebrates individuality, the power of being YOU. We strive to create a space where anime and manga lovers can feel empowered and confident. Our mission is to inspire people to stay true to themselves and embrace their identity without fear of judgment or discrimination. We honor authenticity and diversity, and we are committed to empowering our community to feel free and proud of who they are and how they express themselves.