Launch of "TRAME," a Platform for Creating Fashion Brands

WannaBe Inc. (Location: 3-17-7 Nishi-Shimbashi, Minato-ku, Tokyo, hereinafter "the Company") will launch the fashion brand platform "TRAME" starting July 1, 2026.

https://trame.jp/

TRAME is a co-creation platform designed for talented directors to launch, operate, and expand brands that embody their "ideal selves." A professional D2C team provides full support from brand launch to growth, assisting in the creation of brands that allow wearers to "embody a lifestyle," rather than ending as transient "consumption."

Background: The End of the Era When "Good Clothes Sell Themselves"

In the fashion/apparel industry, creation often precedes market demand, leading to an abundance of "clothes made but not sold." Even creators with excellent designs and worldviews struggle to survive the first two to three years after launch due to a lack of infrastructure for brand design, sales, and operations.

Furthermore, even if a brand sells well initially, many fail to leverage the early "buzz" generated on social media for the brand's future because management and growth systems cannot keep up. They produce without accurately gauging demand, only to be left with mountains of inventory – such structural risks constantly loom over creators.

Talented directors and creators tend to be pulled away from the creative work they should be focusing on, becoming bogged down in tasks like management, production, logistics, and marketing. There was a lack of systems to ensure individual talent could endure and grow as a brand and a business.

Additionally, environments where talented creators can be properly nurtured and their achievements fairly rewarded are insufficient. Industry-specific customs and contractual restrictions are strong, making it difficult to leave once involved. Few environments exist where a company accompanies the brand's launch, and even fewer where a company collaborates to envision and build the creator's career for the next 10 to 20 years.

In response to these structural challenges, the Company, under the philosophy of "branding one's life," recognized the need for a platform that cultivates creators' worldviews into brands and "sustainable businesses." This is TRAME.

From the Conventional "How to Make a Brand" to TRAME's "How to Wear a Brand"

What is TRAME?

TRAME means "weft" in French, referring to the threads that interlace with the warp to create fabric. The weft represents interpersonal relationships and also embodies the "foundation of a story." A brand is each individual's story. Your worldview is woven into the lives of your fans – connecting through clothing, embodying a lifestyle. This is the philosophy of the TRAME platform.

Moving beyond one-sided "consumption," TRAME facilitates brand production where one "wears" a lifestyle. TRAME designs brands not just to "sell clothes," but as spaces that connect the creator's life story with the brand, allowing them to express their own lives.

Features of TRAME

● Co-creation Model Centered on the Director | A team fully supports the brand's "ideal state." Directors can concentrate on creativity while a specialized team backs them up with business and financial strategy, planning, production, logistics, and marketing/PR.

● Creating Brands that "Embody" a Lifestyle | Building brands that encompass not only clothing but also lifestyle and community. "Connections" that transcend the brand enrich it further.

● Brands as a Career | Your worldview becomes a brand. Beyond that, there is a company. We offer career paths ranging from director to compensation design, co-nurturing lifestyle brands, and becoming a representative of a subsidiary.

● Chain of Talent Connecting to the Next Generation | Current directors serve as mentors to discover and nurture the next generation of talent through auditions. A system for completely transferring experience and know-how to the next generation will transform the industry itself.

Full team support for the brand's "ideal state" from launch to operation and expansion.

Beyond Marketing, a Space to "Directly Connect" with Users

Marketing, including social media and advertising, is an area of the Company's strength and will be thoroughly implemented as a fundamental aspect of TRAME. However, what TRAME values most is the "connection" that lies beyond. Instead of pursuing transient exposure and mere numbers, we will foster environments and spaces where brands and directors themselves, with their worldviews and values at the forefront, can directly connect with fans and users.

Brands will evolve from places where one consumes trends created by others to spaces where creators and users connect through shared values and grow together. This is why TRAME believes that brands can build lasting relationships rather than ending with the initial buzz of their launch.

TRAME Will Build the Next 10 to 20 Years for Directors

TRAME does not consume talent transiently. The company will accompany brands from launch through operation and expansion, offering compensation structures that ensure achievements are properly rewarded. We will free creators from industry-specific constraints and create an environment where they can focus on creativity.

Furthermore, the company will collaboratively design the director's career itself. From brand launch, compensation design, and co-nurturing lifestyle brands, to becoming a subsidiary representative. Current-generation directors will mentor and nurture next-generation talent, passing on their experience and know-how entirely. TRAME's promise is to build a "sustainable career" together, looking 10 to 20 years into the future.

In the future, we will discover raw talent through an audition system and foster generational circulation through training by senior directors.

Future Development

We aim to launch 15 brands in 5 years that freely express individuality and "embody a lifestyle." Concurrently, we target the creation of approximately 4 billion yen in sales.

For both companies and brands, surviving the first two to three years is the initial hurdle. Each will form a community, and while considering future developments (other services), we will nurture brands that can continue for the next 20 to 30 years together with our colleagues.

Vision, Mission, Values (VMV)

Company Overview

WannaBe Inc.

3-17-7 Nishi-Shimbashi, Minato-ku, Tokyo

Established: June 2025

Business Activities: Advertising agency business, D2C brand development and growth support, apparel business, proprietary D2C brand business

Company URL: https://wannabejp.co.jp/

"TRAME" URL: https://trame.jp/

Inquiries: info@wannabejp.co.jp