Elura, a Brand That “Addresses the Concerns of Mature Women,” Launches New Summer Knitwear for Adults – Available Exclusively Online from June 17, 2026

ADASTRIA Co., Ltd. (Headquarters: Shibuya, Tokyo; President & CEO: Yoshiaki Kitamura), part of the and ST HD Group with a mission of “Play fashion!” and operating over 40 multi-brands, announces the launch of the 'Dolman Sleeve Dry Knit' as the 5th installment of its popular web-exclusive series under its brand Elura—conceptualized as “effective for the concerns of mature women.” This release features a summer knitwear line crafted with meticulous attention to material and manufacturing. The collection will be available exclusively online starting Wednesday, June 17, 2026, via the official web store and ST and ZOZOTOWN.

Since its brand launch in 2019, Elura has consistently offered products and services that address the diverse concerns of mature women. The brand aims to ensure that every visit to its stores or website provides solutions to fashion-related challenges faced by adult women.

The 5th web-exclusive collection presents vibrant summer knits, meticulously designed for superior comfort and silhouette tailored to the needs of mature women. The knits are made from 100% cotton, ensuring comfort even in summer heat. Additionally, a special 'Gima (Gima) processing' technique is applied to replicate the crisp, cool texture of linen. To achieve a stress-free wearing experience, the garments are fully knitted using whole-garment (seamless) technology. The absence of seams ensures a smooth, irritation-free feel against the skin and eliminates bulkiness. This innovative method also results in a beautifully sculpted three-dimensional silhouette that looks elegant from every angle.

Sales Overview

Release Date: June 17, 2026 (Wednesday)

Available Stores: Official web store and ST, ZOZOTOWN

Special Website: 'COSY SUMMER KNIT'

https://www.dot-st.com/elura/concept/?dispNo=013001374

Product Details: 'Dolman Sleeve Dry Knit'

POINT 01

Comfortable Fabric for Summer Wear

The 100% cotton fabric undergoes a special 'Gima (Gima) processing' to recreate the crisp texture of linen. It resists clinging to the skin even on humid days, maintaining a comfortable feel.

POINT 02

Flattering Silhouette Achieved Through Whole-Garment Knitting

A refined three-dimensional silhouette defines this made-in-Japan seamless knit. It avoids clinging to body lines and gently conceals figure concerns.

POINT 03

Elegant Design Exuding Mature Confidence

Thoughtfully designed details—such as dolman sleeves that gracefully cover the upper arms, a moderately open neckline, and deep side slits—transform the garment into a piece that doesn’t hide the body but enhances its beauty.

Product Name: Dolman Sleeve Dry Knit

Price: ¥9,900 (tax included)

Colors: 5 colors (Off-White, Gray, Light Pink, Mint, Navy)

Size: FREE

Color Variants

Five refreshing colors designed for easy wear by mature women and perfect for enhancing simple summer outfits.

● Off-White

A versatile classic shade that pairs well with any bottom color, offering a soft tone ideal for daily wear and layering.

KNIT / ¥9,900 tax in

INNER / ¥6,600 tax in

PANTS / ¥7,700 tax in

BAG / ¥6,380 tax in

SHOES / ¥7,700 tax in

● Gray

Gray adds a refined, composed impression with just the right depth, enhancing the sophistication of mature women.

KNIT / ¥9,900 tax in

SKIRT / ¥7,700 tax in

PANTS / ¥7,150 tax in

● Light Pink

Light pink instantly adds vibrancy to any outfit, with a soft hue perfectly suited for mature women.

KNIT / ¥9,900 tax in

PANTS / ¥7,700 tax in

BAG / ¥16,500 tax in

SHOES / ¥10,450 tax in

● Mint

A refreshing mint green that becomes the centerpiece of any outfit, harmonizing beautifully with trendy earth tones.

KNIT / ¥9,900 tax in

PANTS / ¥8,800 tax in

SHOES / ¥7,700 tax in

● Navy

Navy exudes mature elegance, with a subtle sheer quality that prevents the look from appearing heavy.

KNIT / ¥9,900 tax in

INNER / ¥4,400 tax in

PANTS / ¥9,900 tax in

BAG / ¥7,150 tax in

About Elura

Elura is a brand created for mature women, built on the concept of “To love myself, always be myself, and embrace my femininity, no matter my age.” Inspired by the reverse reading of “A Rule,” the brand name embodies the philosophy: “Not rules, but my own rules. To be myself and feminine at any age.” Elura operates 25 standalone stores (including pop-up locations), targeting women primarily in their 40s and 50s.

<Official Web Store and ST (and ST)> (https://www.dot-st.com/elura/)

<Official Instagram> @elura_official (https://www.instagram.com/elura_official/)

<Official YouTube> 'Elura magazine' (https://www.youtube.com/@Elura_official)

<Official X> @elura_official (https://twitter.com/elura_official)

About ADASTRIA Co., Ltd.

ADASTRIA Co., Ltd. operates over 40 brands such as 'Global Work,' 'Niko and...,' and 'Laurie's Farm' across multiple categories and regions, with approximately 1,500 stores worldwide. Under the group mission of “Play fashion!”, the company aims to bring excitement to everyone’s lives through fashion and become a globally influential multi-brand company.

<Headquarters> Shibuya Hikarie, 2-21-1 Shibuya, Shibuya-ku, Tokyo 150-8510

<URL> https://www.adastria.co.jp/

About and ST HD Group

The and ST HD Group is a multi-company group comprising 'ADASTRIA Co., Ltd.,' 'Element Rule Co., Ltd.,' 'BUZZWIT Co., Ltd.,' 'ZETTON Co., Ltd.'—engaged in apparel, lifestyle goods, and food & beverage brands—along with 'and ST Co., Ltd.' managing mall and media operations, 'and ST Logistics Co., Ltd.' handling group logistics, and 'WeOur Co., Ltd.,' a certified special subsidiary.

Various stakeholders