Instagram Official Account: https://www.instagram.com/milrty_official/

Eim Co., Ltd. (Headquarters: Kyoto City, President: Jun Kitada), a group company of Asahi Broadcasting Group Holdings, Inc. (Headquarters: Osaka City, President: Masayuki Nishide) and engaged in the women's apparel e-commerce business, is launching a new lifestyle brand, "MILRTY." To commemorate the brand's debut, an initial unveiling and pre-sale will be held at a POPUP event in Horie, Osaka, from June 18th to 21st. Online sales will commence on the official e-commerce site starting June 22nd.

Brand Concept

"Let go of the mask, and love yourself"

In the midst of busy days,

We want to heal ourselves, and be there for the time when we can love ourselves and take off the mask we wear outside.

Origin of the Brand Name

The name "MILRTY" was inspired by "MILK TEA," which the brand director's mother used to make for them since childhood, and which they still make and drink themselves during "reset times" in the morning and evening when they want to relax. The name was created by combining various words that emerged while exploring how to spend time at home and reset, with "MILK TEA."

Background of the New Brand "MILRTY" Birth

By paying a little more attention to pajamas, which tend to be chosen casually at home, one can reset their mind and body, lift their mood, and come to like themselves a little more. With the aim of delivering such healing items, the lifestyle brand "MILRTY" was born to enrich home time.

The items are filled with the desire to "be there for the time when we can heal ourselves, love ourselves, and take off the mask we wear outside."

Sales Schedule

[1] Debut and Pre-sale at POPUP Event in Horie, Osaka

Period: June 18th - June 21st

Location: DENCHU (Horie, Osaka) 1F Crest Giza, 1-10-2 Nishi-ku, Osaka City, Osaka Prefecture

Content: This is the debut event where you can see MILRTY items firsthand for the first time.

In addition to the pre-sale, various events will be held concurrently.

"lawgy" Summer Collection Pre-sale

"Night Market" One Drink Present *Held only on June 18th & 19th, 18:00-20:00

"Flea Market" Popular Influencer Booth *Held on June 19th, 11:00-14:00

[2] Online Sales

Start Date: June 22nd

Sales Location: "eim online" Official E-commerce Site https://eim-online.com/

Company Profile

Company Name: Eim Co., Ltd. Representative: Jun Kitada

Location: Oike Bldg 6A, 206 Takamiya-cho, Mani-cho Higashi-iru, Oike-dori, Nakagyo-ku, Kyoto City, Kyoto Prefecture

Official E-commerce Site (eim online): https://eim-online.com/

FACT BOX

  • Source: PR TIMES
  • Category: New Product
  • Products / services: MILRTY