Takarajimasha's Apparel Business, Noted for Sell-outs and Increased Production, Launches Second Phase ~New Items Available on "ZOZOTOWN"~
Takarajimasha, a leading fashion magazine publisher, is launching the second phase of its apparel business in May on ZOZOTOWN. Following the successful sell-out and increased production of its initial launch, the company will introduce new items across four brands, including "DAWNCE" and "Obis&" produced by its magazines, leveraging its editorial and communication strengths to expand its business.
📋 Article Processing Timeline
- 📰 Published: May 9, 2026 at 02:03
- 🔍 Collected: May 8, 2026 at 17:32
- 🤖 AI Analyzed: May 8, 2026 at 19:17 (1h 45m after Collected)
Takarajimasha Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo), which holds the top share in fashion magazine sales (※), will launch the second phase of its in-house apparel business, which started in March 2026, on the fashion e-commerce site "ZOZOTOWN" within its official shop "Takarajimasha STORE" starting in May 2026.
※From Japan ABC Association Magazine Publisher Report, first half of 2025 (January-June)
This business, the first full-scale in-house apparel development since the company's founding, began with a total of four brands: two brands originating from magazines and two original brands born from internal solicitations. Since sales began in March, many products have sold out, and items requiring increased production have appeared one after another, receiving a response that exceeded expectations. In response to this feedback, this second phase will introduce new items. While further evolving the worldview of each brand, it will also offer a lineup that meets a wider range of needs.
Takarajimasha has previously developed and produced the Nordic design lifestyle brand "kippis®," growing it into a brand originating from a publisher. Furthermore, the recovery wear "Recovery Pro Labo," planned and launched in a different format from magazines, has become a hit product, selling a cumulative total of 500,000 units at bookstores nationwide and through e-commerce. Both of these were commercialized based on internal ideas, demonstrating our company's strength in giving shape to ideas from the field. And it was in this vein that the apparel business was launched. Triggered by voices from within the company saying, "We want to take on a new challenge," the brands were established to embody the worldview of magazines as they are. We will continue to promote initiatives that go beyond the framework of publishing, utilizing the editorial and communication power cultivated through the production of fashion magazines.
◆Shop Overview
Official shop of publisher Takarajimasha. It features brands produced by fashion magazines, as well as selected brands and items. Many items worn by celebrities and models also appear! Please look forward to the latest information from a shop run by a magazine well-versed in fashion.
Shop Page: https://zozo.jp/shop/takarajimashastore/
Shop Name: Takarajimasha STORE
Brands Available:
"DAWNCE"
"Obis&"
"Tiny EDEN"
"COLORME"
Each Brand Concept
DAWNCE
Fully produced by 'smart'!
Good & easy days begin.
City wear so comfortable you'll want to dance,
allowing you to spend your day relaxed.
The brand name 〈DAWNCE〉 is a coined word combining 〈DAWN〉, meaning dawn and a new beginning, with the image of young people living actively in the city. It features clean designs that are versatile and easy to coordinate, clever silhouettes, comfortable materials, trendy appeal for photos and videos, and easy care. It was produced from the unique perspective of 'smart,' which has been creating men's fashion magazines for 30 years.
●Comment from Kanako Suzuki, Editor-in-Chief of smart
If we were to create a brand for 'smart,' which is all about sporty style... we particularly focused on ease of movement, comfort, and clever designs and materials that look good in photos and videos. We aimed for a unisex lineup that can be worn by both men and women, so we hope that women who like oversized or boyish fashion will also pick it up.
Obis&
Fully produced by 'SPRiNG'!
This is a fashion and lifestyle brand fully produced by the SPRiNG editorial department.
The image is a woman in her 30s living in Tokyo. "Simple yet somehow stylish," "Not overly ornate but feels feminine," "Not overly swayed by trends but somehow modern." Items that subtly elevate your sense of style just by wearing them, offering basic yet modern appeal. We also explore what women in their 30s truly need, such as items suitable for work scenes but not overly conservative.
●Comment from Masa Maruyama, Editor-in-Chief of SPRiNG
We paid close attention to details so that you can look stylish just by quickly putting it on during a busy morning. Our staff of various heights and body types repeatedly tried on the clothes, making fine adjustments to ensure they are not restrictive and cover areas of concern. Many items are designed for layering or are two-way, incorporating features that offer a sense of value. We also want to draw attention to our UV protection items in anticipation of intense summer heat.
Tiny EDEN
Internal
※From Japan ABC Association Magazine Publisher Report, first half of 2025 (January-June)
This business, the first full-scale in-house apparel development since the company's founding, began with a total of four brands: two brands originating from magazines and two original brands born from internal solicitations. Since sales began in March, many products have sold out, and items requiring increased production have appeared one after another, receiving a response that exceeded expectations. In response to this feedback, this second phase will introduce new items. While further evolving the worldview of each brand, it will also offer a lineup that meets a wider range of needs.
Takarajimasha has previously developed and produced the Nordic design lifestyle brand "kippis®," growing it into a brand originating from a publisher. Furthermore, the recovery wear "Recovery Pro Labo," planned and launched in a different format from magazines, has become a hit product, selling a cumulative total of 500,000 units at bookstores nationwide and through e-commerce. Both of these were commercialized based on internal ideas, demonstrating our company's strength in giving shape to ideas from the field. And it was in this vein that the apparel business was launched. Triggered by voices from within the company saying, "We want to take on a new challenge," the brands were established to embody the worldview of magazines as they are. We will continue to promote initiatives that go beyond the framework of publishing, utilizing the editorial and communication power cultivated through the production of fashion magazines.
◆Shop Overview
Official shop of publisher Takarajimasha. It features brands produced by fashion magazines, as well as selected brands and items. Many items worn by celebrities and models also appear! Please look forward to the latest information from a shop run by a magazine well-versed in fashion.
Shop Page: https://zozo.jp/shop/takarajimashastore/
Shop Name: Takarajimasha STORE
Brands Available:
"DAWNCE"
"Obis&"
"Tiny EDEN"
"COLORME"
Each Brand Concept
DAWNCE
Fully produced by 'smart'!
Good & easy days begin.
City wear so comfortable you'll want to dance,
allowing you to spend your day relaxed.
The brand name 〈DAWNCE〉 is a coined word combining 〈DAWN〉, meaning dawn and a new beginning, with the image of young people living actively in the city. It features clean designs that are versatile and easy to coordinate, clever silhouettes, comfortable materials, trendy appeal for photos and videos, and easy care. It was produced from the unique perspective of 'smart,' which has been creating men's fashion magazines for 30 years.
●Comment from Kanako Suzuki, Editor-in-Chief of smart
If we were to create a brand for 'smart,' which is all about sporty style... we particularly focused on ease of movement, comfort, and clever designs and materials that look good in photos and videos. We aimed for a unisex lineup that can be worn by both men and women, so we hope that women who like oversized or boyish fashion will also pick it up.
Obis&
Fully produced by 'SPRiNG'!
This is a fashion and lifestyle brand fully produced by the SPRiNG editorial department.
The image is a woman in her 30s living in Tokyo. "Simple yet somehow stylish," "Not overly ornate but feels feminine," "Not overly swayed by trends but somehow modern." Items that subtly elevate your sense of style just by wearing them, offering basic yet modern appeal. We also explore what women in their 30s truly need, such as items suitable for work scenes but not overly conservative.
●Comment from Masa Maruyama, Editor-in-Chief of SPRiNG
We paid close attention to details so that you can look stylish just by quickly putting it on during a busy morning. Our staff of various heights and body types repeatedly tried on the clothes, making fine adjustments to ensure they are not restrictive and cover areas of concern. Many items are designed for layering or are two-way, incorporating features that offer a sense of value. We also want to draw attention to our UV protection items in anticipation of intense summer heat.
Tiny EDEN
Internal