D2C Fashion Brand SOÉJU Introduces "Minimal Closet" Strategy and ¥30,800 Setups to Counter Rising Prices

Moderato Inc., headquartered in Shibuya, Tokyo, and led by Representative Director Asuka Ichihara, operates the D2C fashion brand SOÉJU. The brand is offering "excellent setups" and styling advice to support individuals starting new phases in their lives, such as job transfers or new employment. In response to ongoing inflation, SOÉJU proposes smart mix-and-match options, with top and bottom sets available for approximately ¥30,000. To encourage purchases for the new fiscal year, a "free round-trip shipping campaign" is running until April 20, 2026, enabling customers to try on all items at home. The company notes that rising prices have made consumers more cautious about clothing purchases, leading to increased demand for versatile, cost-effective items suitable for both work and casual wear. To address this, SOÉJU has published a "minimal closet" guide on its official YouTube channel, demonstrating how to create an ideal wardrobe with minimal items. This guide, presented by SOÉJU stylists, shows how to create a week's worth of outfits from just seven pieces. Three recommended "excellent setups," each priced at ¥30,800 (tax included, ¥28,000 excluding tax), are featured: 1. Stand Collar Cocoon Blouse (¥12,100) x Tuck Wide Pants (¥18,700), suitable for various occasions. 2. Linen-like No-collar Gilet (¥16,500) x Linen-like Tuck Wide Pants (¥14,300), made from wrinkle-resistant, easy-care material. 3. Long Shirt Dress (¥16,500) x Slant Tuck Wide Pants (¥14,300), featuring multi-functional material with contact cooling and UV cut properties, and wearable as a cover-up.