From 'Stylized' to 'Natural Ease': Men's Salon 'fifth' Launches New Brand 'w/fifth' for Men Seeking Cleanliness and Natural Style

b-ex Inc. (Headquarters: Setagaya-ku, Tokyo; Representative Director: Shun Yuki) is launching 'w/fifth,' a new men's styling brand developed in collaboration with the men's salon 'fifth.' In recent years, the men's styling market has shifted from 'stylized' looks to values emphasizing 'cleanliness' and 'natural ease.' In this context, 'w/fifth' was born as a brand proposing relaxed, natural styles for 'pre-adult' men aged 25-29 who are experiencing changes in their work and lifestyles. Pre-sales will begin at 'fifth' salons nationwide on June 1st, followed by releases on the Loft online store, b-ex official online shop, Amazon, and Rakuten on June 9th. Furthermore, it will be released sequentially at Loft stores nationwide starting June 29th. Future expansion into variety stores is also planned.