Unisex Wear Brand 'STRAIGHT EDGE' Debuts

SXE Co., Ltd. (Headquarters: Minato-ku, Tokyo / CEO: Kazuya Hiroe) is launching the unisex wear brand 'STRAIGHT EDGE' on April 3rd.

The brand consists of two lines: a core line of classic items and a collection line. The core line will be announced online on April 3rd, and the collection line will be presented in a fashion show format on April 13, 2026.

https://straight-x-edge.com

■ Background of the Brand Launch

CEO Kazuya Hiroe has built a career in the beauty industry for over 30 years and, while managing the hair salon 'NORA' for about 19 years, has pursued possibilities of expression beyond hairdressing. As part of these expressive activities, he welcomed Akihiro Nishino as CNO (Chief Narrative Officer) to handle the brand's philosophy and story design, and launched the fashion brand 'STRAIGHT EDGE'.

Prior to the full-scale launch, a pre-collection of T-shirts, hoodies, and caps was sold in November 2025, with 1,700 items sold in about two weeks. Following this response, the decision was made to start the full-scale brand launch.

■ What is STRAIGHT EDGE?

STRAIGHT EDGE is a unisex wear brand with a background in street culture. Inspired by the functionality of military wear, it has been reconstructed as streetwear for 'fighting' in urban life.

The brand name originates from an ideology born from hardcore punk culture. 'Straight Edge' is a value system that emerged as an antithesis to indulgent lifestyles involving alcohol and drugs, and is one of the core ideologies of punk culture. With this philosophy as a background, the brand was conceived from the starting point of 'seriously subverting concepts through fashion'.

The symbol established for this is the dinosaur-themed designer, XENØ. By symbolizing with a 'dinosaur', which existed before the values and rules of human society were born, the brand redefines fashion from a perspective untethered by existing frameworks. The creation is handled by a design team led by XENØ.

■ STRAIGHT EDGE's Brand Structure

STRAIGHT EDGE develops through two lines: the classic core line and the collection line.

### **CORE LINE**

Composed of items that are easy to incorporate into daily life, such as simple T-shirts, hoodies, and caps.

The first debut collection will be available for pre-order on the online store from April 3rd, and will go on sale from April 13th.

#### sXe CORE T-Shirt Price: ¥9,900 (tax incl.) Colors: Beige, Navy Sizes: M/L/XL

#### sXe CORE Hoodie Price: ¥19,800 (tax incl.) Colors: Beige, Navy Sizes: M/L/XL

#### sXe CORE Cap Price: ¥7,700 (tax incl.) Colors: Beige, Navy Size: One size fits all

The CORE LINE plans to collaborate with various creators in the future. As a first step, a collaboration model with creator Akihiro Nishino is scheduled for release in early May.

#### sXe CORE T-Shirt x NISHINO Price: ¥13,200 (tax incl.) Colors: Beige, Navy Sizes: M/L/XL

#### sXe CORE Hoodie x NISHINO Price: ¥23,100 (tax incl.) Colors: Beige, Navy Sizes: M/L/XL

### **COLLECTION LINE**

This is the main collection that embodies the brand concept. It will be developed on a completely made-to-order basis to avoid excess inventory.

The first collection will be announced in a fashion show format on April 13, 2026.

The concept and product lineup will be released at a later date.

■ Exhibition and Order Event

An exhibition and order event is also planned to provide an opportunity to see the products in person.

Period: April 16 (Thu) - 20 (Mon), 2026 Time: 13:00 - 20:00 Location: Matsumoto Kiyoshi SHIBUYA DOGENZAKA FLAG 4F, 23-4 Udagawacho, Shibuya-ku, Tokyo *Anyone can enter without a reservation.

STRAIGHT EDGE will primarily be available through its online store and will announce collections through exhibition and order events. The brand plans to expand its development with an eye on domestic and international store openings in the future.

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### **[Company Profile]** Company Name: SXE Co., Ltd. Representative: CEO Kazuya Hiroe Location: Minato-ku, Tokyo

Business Content: Planning, design, manufacturing, and sales of apparel products, accessories, bags, shoes, and daily necessities.

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**[Customer Inquiries]** STRAIGHT EDGE https://straight-x-edge.com/