andu amet Rebrands, Announcing a Collection Presenting a New Beauty

Ethical and luxe leather brand andu amet (Headquarters: Shibuya-ku, Tokyo, CEO: Hiroko Samejima), marking its 15th year in 2026, is rebranding. Along with completely renewing its logo, key visual, and official website, the brand is launching a collection that proposes a new kind of beauty.

The purpose of this rebranding is to realize the company's purpose, "True beauty and richness to everyone," more strongly than ever before. Starting with the products, we will expand their underlying values into society.

Born from this direction, the new logo features motifs of sheep horns, a symbol of wisdom in Africa, and a staff, an entity that inherits intellect. This embodies the intention to pass down the values and philosophies cultivated so far to the next generation and spread them throughout society.

The first new collection uses the shapes of daily tools and crafts that have long been used and passed down in Africa as its starting point. Forms polished over a long time have been reassembled into modern products. Although the forms appear minimal and bold at first glance, the intricate handiwork shines through in the details. The material luxuriously uses Ethiopian sheepskin, achieving a balance of lightness, softness, and strength.

The luxury that andu amet envisions is not merely about decoration or price. It is the quality carefully crafted, the story behind it, and the value born from the relationship with the user. Precisely because they are products tailored over time, they stay closely with the user for a long time, slowly blending into everyday life. This collection more clearly expresses that mindset as a product.

Furthermore, to foster a deeper understanding of the background of this craftsmanship, we will also begin offering virtual fieldwork where participants can experience the sites in Africa. It is being deployed to companies and organizations as a program to gain a tangible understanding of materials, production backgrounds, and relationships with society.

Moving forward, starting from craftsmanship in Africa and through products tailored with Japanese quality, andu amet will expand its value to the world.