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Ungrid is a Japanese fashion brand centered on a 'New Class Casual' aesthetic. It emphasizes a relaxed, vintage-inspired style that blends bohemian elements with everyday comfort. The brand represents a shift toward natural, effortless self-expression within contemporary Japanese street fashion subcultures.
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Founded in 2011 under the Mark Styler corporate umbrella, Ungrid gained prominence through the creative direction of Reika Yoshida. It played a pivotal role in transitioning Japanese youth fashion from the highly stylized Gyaru aesthetic toward a more understated, mature casual look. The brand's historical significance lies in its influence on the 'Otona' casual movement, which prioritized high-quality fabrics and relaxed silhouettes over the fast-fashion trends prevalent in the Shibuya fashion scene during that era.
