April 1st Designated as "Otome Day" – A Day to Embrace Spring's Joy and Gentle Smiles by Wearing Cherry Blossom Pink, Transcending Age and Gender

Our company supports April Dream, an initiative to share dreams on April 1st. This press release is a dream of FUKUFUKU-YA LLC.

FUKUFUKU-YA is a fashion brand that wishes for the happiness of elderly mothers, with the vision of "making mothers shine again.".

● The desire to be fashionable never fades

Women, no matter their age, harbor a fresh "otome heart" deep within.

They may be drawn to soft colors or feel the urge to wear beautiful clothes. These feelings do not disappear with age.

However, there is a reality where these feelings are suppressed somewhere along the way.

"I'm too old now." "It's too late for fashion."

Many people let go of the styles they truly love, perhaps hearing such voices or feeling them internally.

In fact, I myself used to believe that "grandmothers wear muted colors.".

But the desire to be fashionable does not fade. Even with physical changes, the excitement for attire remains.

What taught me this was an experience at a FUKUFUKU-YA fitting event.

● Dressing up is a source of vitality

At a day service facility in the Tokyo metropolitan area. We had participants ranging from their mid-80s to their 90s.

Among them was a woman who was particularly stooped, petite, and tended to look down.

She seemed to have difficulty walking alone and was guided to a seat by a staff member.

However – The moment we spoke to her, saying, "Let's talk about clothes today, shall we?", her face lit up, and she began to speak fluently.

"Regarding coordination..." She couldn't stop talking after that.

Her expression, as she animatedly discussed her particular fashion sense with an intensity that astonished the staff, was truly that of an "otome" (maiden).

In that moment, we realized.

That dressing up is a source of vitality itself.

That is why we want to foster an environment where elderly mothers can confidently say, "I want to wear pink," by embracing the "otome heart" of elderly mothers.

● April 1st as "Otome Day"

Wearing cherry blossom pink on April 1st.

Therefore,

Wouldn't it be wonderful if April 1st, when cherry blossoms bloom, were designated as "Otome Day," a day for everyone to wear cherry blossom pink?

With this day as a catalyst, we hope to create a society where people can choose their attire honestly based on their feelings, rather than holding back with "I'm too old now.".

Just because one has aged does not mean they are a "finished person.".

Anyone can continue to live authentically and maintain their radiance as a woman, no matter their age.

We share our dream towards a society where such common sense becomes the norm.

April 1st. Towards a spring where choices are made based on "Do I want to wear it?" rather than "Does it suit me?".

Won't you join us in embracing cherry blossom pink?

There's no need for hesitation.

It's the gentle beginning of spring.

A fashion brand for women from their 80s onwards

FUKUFUKU-YA

https://www.fukufuku-ya.com