Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

Back to Brands
brand

FurFur

FURFUR is a Japanese fashion brand characterized by a 'feminine mode' aesthetic. It blends romantic, vintage-inspired elements with contemporary silhouettes and eclectic textures. The brand represents a whimsical yet sophisticated ethos, catering to a subculture that values artistic expression and unconventional femininity.

History

Founded in 2006 by Koichi Chida under the Mash Style Lab group, FURFUR emerged during a period of diversification in Tokyo's contemporary fashion market. It gained significance for its ability to bridge the gap between high-end runway concepts and accessible retail fashion. The brand's history is marked by its consistent participation in Tokyo Fashion Week and its role in defining the 'Neo-Girly' movement, which prioritizes individualistic styling over traditional gendered fashion norms.
Download on the App StoreGet it on Google Play