UNITED ARROWS green label relaxing × NewMe "The Reality of Making 'What You Love' Your Job" Event Report

NewMe Inc. (Headquarters: Shibuya-ku, Tokyo; CEOs: Sakura Shinohara and Yuri Sasagawa; hereinafter NewMe) co-hosted an event titled "The Reality of Making 'What You Love' Your Job" with UNITED ARROWS green label relaxing (hereinafter GLR), a brand developed by United Arrows Ltd., on Tuesday, March 17, 2026, at the United Arrows Headquarters 2F Press Room.

The venue was the new headquarters building, which was recently relocated last year. In the special space of the press room, where items for the latest season were lined up, a talk session was held with three guests active in GLR to explore the reality of their work—creating, supporting, and delivering the brand.

On the day, Ayumi Tanaka, Brand Director of the Women's Product Department; Shoko Bando, Manager of the Sales Department; and Ayaka Yamashita, Staff (Sales Master) of the Lumine Yokohama Store, took the stage. The moderator was Yuri Sasagawa, CCO of NewMe.

The first half of the event introduced how to wear work clothes and incorporate trends for working women, featuring new items for the Spring/Summer 2026 (26SS) season. In the second half, the guests talked about what it means to make "what you love" your job, including professional fulfillment, struggles, and career turning points from their respective positions.

GLR: A Brand That Evolved with Lifestyle Changes

At the beginning of the session, the origins of the GLR brand were introduced. According to Ms. Tanaka, United Arrows was founded in 1989, and GLR was born in 1999. Developing around three categories—Men's, Women's, and Kids'—the brand now has approximately 90 stores nationwide. It has grown into the largest brand within the United Arrows Group, with stores even in Taiwan.

Ms. Tanaka stated that the brand's core desire since its inception—to meet the wish of customers to enjoy fashion beautifully within their various lifestyles—has remained unchanged.

11 Roles Behind a Single Piece of Clothing

Next, the "11 Roles that Create a Brand" were introduced. Ms. Bando explained that United Arrows has diverse roles such as director, product development, sales, and PR, all of which are connected to shape a single brand. All departments collaborate toward the common goal of "realizing customer satisfaction." Among these, the sales role is the one that has direct contact with customers. Ms. Bando noted that an important part of sales is to provide feedback from customers to the product development side to create better products. It was emphasized that sales staff are not just deliverers of products but essential participants in a cycle that brings real-world reactions back to manufacturing.

26SS Workwear Proposals Addressing the "Greedy" Needs of Working Women

In the first half of the event, 26SS styling proposals were made based on pre-event surveys where participants asked for versatile clothes for both work and private life, as well as how to create a "relaxed look" even when wearing jackets and how to incorporate this year's spring trends.

The first item introduced was the setup from GLR's staple "Greed Series." Ms. Tanaka explained, "We wanted to create something that doesn't end at the office, is versatile, uses high-quality materials, and provides a sense of value for the price." The name "Greed" reflects the desire to satisfy all the realistic needs of working women.

Ms. Yamashita introduced the exquisite colors, such as blue-gray (a new color this season), and the moderate relaxed look created by wearing oversized pieces. She proposed styling that can be enjoyed differently—as a setup for the office and paired with denim or sheer innerwear for holidays. The balance of being workwear without being too stiff resonated with many participants.

Creating a "Relaxed Look" Even with Jackets

The conversation then moved to "Coordination that creates a relaxed look even when wearing a jacket." Based on the "Sheer Air Jacket" from the "Conclusion Series," which is popular among customers and was worn by Ms. Sasagawa, Ms. Yamashita explained that a "relaxed look" doesn't mean just wearing clothes roughly, but having "space or lightness somewhere while being fashionable." The key point mentioned was the choice of innerwear. Pairing a jacket with light cotton or cup-included innerwear creates a sense of relaxation within a neat appearance. Showing the neck area clearly or incorporating sheer materials can also produce a light feeling suitable for spring and summer. The materials used in this series look like linen but are wrinkle-resistant and lightweight, which drew great interest from the audience.

2026 Spring/Summer Keywords: "White" and "Lace"

"White" and "Lace" were introduced as this year's spring/summer trends. Ms. Tanaka explained the GLR 26SS direction theme as "LUCLASSICS," stating a desire to express both a "maiden's heart" that dances when seeing cute things and the dignified appearance of an independent woman. White items and lace are presented as symbols of this theme.

Ms. Yamashita introduced a white lace dress characterized by a nuanced pattern. While lace can often look too sweet, this item has a blurred floral design, making it suitable even for mature women. It was introduced as a styling choice that can add this season's flair to workwear by layering it under jackets or setups.

What People Who Make "What They Love" Their Job Have in Common

During the panel discussion in the second half, the speakers discussed the fulfillment, difficulties, and career turning points of working with something they love. Ms. Bando said that while there are diverse job categories at United Arrows, they share the common feeling of "loving clothes" and "wanting to make people happy through clothing." Specifically at GLR, she noted that many people have a desire to be helpful and please others, showing the warm atmosphere of the brand.

Ms. Tanaka reflected that during her time as a designer, she purely enjoyed making clothes themselves. On the other hand, as a Brand Director overseeing the entire brand, she now finds it interesting to build the brand while passing the baton among various departments such as PR, stores, and sales. She finds fulfillment in creating the brand's overall atmosphere and direction beyond just a single product.

Ms. Yamashita described the fulfillment of customer service as "creating the future of the customer." Instead of just selling clothes, she proposes items while imagining the feelings of the customer and the reactions of those around them on the day they wear the clothes. She feels her work is worthwhile when a customer later tells her, "I had a great time that day." The existence of a team where members respect each other regardless of age or position was also cited as a reason for enjoying the job.

Finding One's Own Work Axis Beyond Struggles

The speakers also spoke candidly about the walls they overcame in their careers. Ms. Bando recalled when she was exceptionally promoted to Manager at the age of 29. She revealed that there were moments when she felt prejudice regarding her age and gender from outside the company. Amidst her frustration, she maintained a stance of "thinking harder than anyone else and obsessing over results." She said she was able to overcome the wall only when she translated her efforts into results that she herself could be satisfied with.

Ms. Tanaka looked back at the COVID-19 pandemic as her most difficult period, when fashion was not seen as essential. Due to falling sales, the pressure to strictly monitor costs increased, making it harder to create products they truly wanted to deliver. The entire brand almost fell into a negative loop. In that situation, Ms. Tanaka proposed, "Let's think about the products we really want to deliver to customers first, rather than cost-first." Reframing the challenge and returning to the brand's roots resulted in the current strong performance.

Turning Points: Moments of Being Discovered and Taking Action

The final theme was "Events that became turning points leading to the current position." Ms. Yamashita spoke about when she started aiming for the internal title of "Sales Master" and certification at internal role-playing competitions. Starting to focus on this in her second or third year and gaining both certifications in her fourth year gave her confidence and a desire to aim higher. Daily customer service is a performance every time, and every day is a study. Setting goals became the starting point for her growth.

Ms. Bando mentioned being appointed as the manager of a store that was reopening for its renewal in her third year. She was surprised to be given such a large role when she had no official title and insufficient experience. However, when she later asked her boss for the reason, she was told, "I saw your attitude of facing people with sincerity," which left a strong impression. The experience of being trusted for her potential rather than just her current ability connects to her current management style.

Ms. Tanaka noted that she is a rare type who built her career within the same brand without much rotation. She reflected that her turning points always came from expressing her will, such as "Wouldn't it be better to do it this way?" Proposing ideas out loud brings responsibility for the results, but by continuing to speak up without fear, her role gradually expanded. She also introduced the proverb, "The bough that bears most hangeth lowest" (Stay humble as you grow), stating that working without forgetting gratitude and humility toward those around her led to her current position.

Making "What You Love" Your Job Means Thinking of Someone Else

This event, while starting from the angle of fashion, was a time to delve deeply into work views, the nature of teams, and how to face one's career. A common thread in the stories of the three speakers was that they do not just pursue "what they love" for themselves, but work with the desire to be of use to someone and make them happy. Whether creating the brand, supporting the front lines, or delivering directly to customers, each person faces their work with sincerity and makes choices while thinking of the person in front of them. It was an event that made participants feel that this very attitude supports the charm of the GLR brand.

After the talk session, a social gathering was held with snacks and drinks. Interactions between speakers and participants, as well as among participants, were born, and the event ended in a warm atmosphere. NewMe will continue to provide opportunities for working women to view their careers and lives positively and expand their own choices.