AnyMind Group, a technology company for the business supply chain, has today announced that Sena Kimura, a Japanese fashion influencer specializing in vintage fashion, has launched her debut direct-to-consumer (D2C) apparel brand, eLur. The brand will debut with a two-day exclusive pop-up store event in Tokyo’s Nakameguro district from November 25th to 26th, 2023. The first collection of eLur includes tops, skirts, pants, and fashion accessories. Sena Kimura, known for her influence in the vintage fashion scene and her active presence on social media platforms, is introducing “eLur” as a rule-breaking, free-spirited fashion brand. The name “eLur” is “rule” spelled backward, representing a brand that embraces freedom and encourages wearing ‘errors’ proudly, breaking away from conventional norms. The eLur pop-up store, located at Joyful Eikou 1F, 2-5-22 Nakameguro, Meguro-ku, Tokyo, will showcase the brand’s first collection, including items like Dog Sweat, Checked Skirt, Military Damage Pants, Tote Bags, and Can Badges. The event will run from 2:00 PM to 7:00 PM on November 25th (by appointment only) and from 11:00 AM to 7:00 PM on November 26th (open entry). “eLur” is not just a fashion brand; it’s a movement. Sena Kimura, the director and creative force behind the brand, expressed her excitement, saying, “eLur is a brand where the desire to wear something needs no reason or rule. I hope people can genuinely enjoy fashion as a tool for self-expression.” For more information about eLur and to stay updated on the latest releases, visit the official eLur Instagram page: eLur Official Instagram and here.
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