Narifuri

narifuri is a Japanese fashion brand based in Tokyo. The main concept is “fashion + bicycle”. A general fashion brand which carries from casual wears to formal suits and cycling jerseys. And, accessories like bags, wallets and belts.

The name “narifuri” was taken from Japanese term “形振り”(narifuri) expression that shows how one dresses and/or behaves. The brand icon is a mark which it’s motif is bicycle pedal.

Founded by Kazumasa Kobayashi in 2007. The brand name will start from lowercase "n".

With the main concept of ‘fashion + bicycle’, the design of the products are dedicated to make ridings comfortable, though it’s functionality won’t be shown excessively in order to fit in the off-bike scene. For that, products has attracted consumers those who don’t ride bicycle occasionally. Especially, nearly the half of their consumers for the suits collections are the ones who don’t ride bicycles as a sport or hobby.

narifuri makes casual wears to formal suits and cycling jerseys. And, accessories like bags, wallets and belts. Main items are outers like jackets, pants (bottoms) and bags. Products are sold in bike shops, fashion stores, department stores.

Sometimes exhibitions are open for the general public as an event-style exhibitions. One of the example is that they invited an interior stylist, Mitsuko Kuroda for the exhibition at Daikanyama T-Site (Tokyo).

The founder, Kazumasa Kobayashi had run narifuri Inc. as a CEO since its establishment in 2007. Hit Union Inc. acquired a 100 percent of the stock in August 1, 2016 to make it a wholly owned subsidiary. Kazumasa left the company at the end of July 2016 and Keiji Tanabe took the post of the new CEO.

narifuri rarely make a big changes to their standard design, and introduces their regular assortments in each category by updating the functions and design every season. Some of their products remain almost the same since its establishment.

To add the bicycle related functionality such as quick-drying, stretch, breathability and durability to the products, narifuri put an effort into developing materials. The fabric used in many of the products were originally developed.

The bags are one of narifuri’s main products. It uses buckles that have the same pedal shape as their brand’s icon. They are set to be not only just for the look, but also have an actual function as a buckle.

narifuri regularly collaborate with many brands in various industries (See more at #Collaboration ).

These are the direct management retail stores opened.

“Pop-up stores” as limited retail stores are often held at department stores, bike shops, boutiques and airports.

One of narifuri’s speciality is their regularly collaborate with many brands in various industries for extensive products. The following is the list of collaborations has been done.

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