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About SOÉJU
We are an apparel brand from Tokyo, Japan, with a mission to create clothing that forms the 'foundation' of your lifestyle—unaffected by trends or age. By stripping away excessive embellishments and logos, we seek the pure beauty in simplicity, inviting you to feel the gentle touch of our fabrics and the elegance of our silhouettes against your skin. Our hope is to offer not just 'clothing to wear,' but a 'fundamental basis' for those who seek to embrace and cherish their true selves.
Chic and Sophisticated
2024 Outerwear Collection
Everyday Essentials
Knitwear Collection
Journal
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TIPSTop 5 Coats for Autumn/Winter 2024
As autumn deepens, it's hard not to notice how quickly time flies. Some of you may already be preparing for the chilly winter, carefully searching for the perfect coat. A coat plays a pivotal role in shaping your overall look, making it an essential investment when updating your autumn and winter wardrobe. Today, we're excited to introduce five standout coats for the 2024 season that we hope will inspire your wardrobe planning. The Essence of SOÉJU: Double-faced Wool Robe Coat When it comes to SOÉJU, the Double-faced Wool Robe Coat is a staple that can't be overlooked. Now in its fifth year on the Japanese market, this beloved classic enjoys a loyal following, with many customers purchasing new colors each year. Its practicality and timeless appeal have earned it widespread admiration. Double-faced Wool Robe Coat Building on the success of the Double-faced Wool Coat, this series also includes a Long Vest, Mid-length Coat,Wool Soutien Collar Coat,and a Lightweight Puffer Coat, offering five unique styles to suit diverse preferences. Uncompromising Quality: Wool Crafted to Perfection SOÉJU coats feature carefully selected premium wool, sourced from Australia—one of the world's finest wool producers. This material undergoes a special brushing process, resulting in an incredibly soft, marshmallow-like texture that feels light and luxurious on the skin. The secret to achieving this lightweight warmth lies in the double-faced sewing technique. This method uses two layers of fabric sewn together without lining or interfacing. With hand-stitched seams, the coat minimizes overlapping layers, making it exceptionally lightweight. The air pocket between the two fabric layers adds insulation, while the absence of lining reduces static electricity and ensures the coat doesn't feel cold when you first wear it. Customers frequently praise the coat's warmth without bulk, noting, "It keeps me cozy without stiffening my shoulders" and "The best part is how lightweight it feels." Double-faced Wool Mid-length Coat: Cape-like Elegance The Double-faced Wool Mid-length Coat offers a graceful, cape-like fit with a collarless design that lends a clean and polished look. Its mid-length cut provides freedom of movement, making it perfect for those who frequently drive or bike.Unlike the longer robe coat, this style features a belt that threads from the outside, allowing wearers to cinch the waist for a refined silhouette or let it hang for effortless elegance. Paired with wide-leg trousers or a long skirt, it creates a sophisticated yet relaxed ensemble. Double-faced Wool Midi Coat Double-faced Wool Long Vest: Effortless Layering The Double-faced Wool Long Vest generated significant buzz during its pre-sale period, quickly selling out upon release. Now available in beige, navy, and charcoal gray, it offers versatile styling options. Designed to be worn as a standalone piece or layered over the Double-faced Wool Coat, the vest boasts a slightly dropped shoulder for a relaxed, modern fit. This thoughtful design ensures that it drapes beautifully without adding bulk, reflecting SOÉJU's commitment to combining fashion with function. Double-faced Wool Gilet With its versatile color palette, you can create either monochromatic or contrasting looks by mixing and matching the vest and coat. This flexibility encourages you to express your unique style throughout the season. Double-faced Wool Robe Coat & Double-faced Wool Gilet Wool Soutien Collar Coat :A refined piece that enhances both casual and formal attire. Available in three sophisticated colors—modern black, winter-appropriate ivory, and luxurious camel—this 24FW collection coat features a versatile 3-way collar that easily converts to Chesterfield, Soutien collar, and stand-collar styles, matching any outfit. Crafted from fine wool sourced from Australia's Geelong lambs, it offers a cashmere-like softness and lightness. Its neutral tones make it a timeless addition to any wardrobe. Just wearing it elevates your basic style to a higher level. Discover SOÉJU's new coat for an effortlessly upgraded look. Wool Soutien Collar Coat Lightweight Puffer Coat: A Perfect Blend of Casual and Elegant In addition to wool styles, SOÉJU introduces the Lightweight Puffer Coat, designed with an attached scarf for added warmth. Lightweight and versatile, this coat caters to customers seeking a simpler, more practical option for multiple seasons. Crafted from smooth, subtly glossy fabric, this coat features a seamless surface and a slightly raised belt, creating a soft A-line silhouette. Its refined design makes it an excellent choice for mature women looking to balance elegance with comfort. Lightweight Puffer Coats This coat is ideal for both indoor and outdoor environments, where heavy outerwear may feel excessive. Whether commuting in winter or spending time in warmer indoor settings, it provides just the right amount of warmth. Available in classic black, it also comes in light beige—perfect for early spring—and pink, which offers a subtle healthy glow. For those who already own wool coats but need an additional layer for colder days, this versatile piece makes a thoughtful addition to any wardrobe. ＊＊＊＊＊ Elevate Your Seasonal Style with SOÉJU Whether you're dressing for everyday wear or special occasions, SOÉJU's 2024 Autumn/Winter coat collection has something for everyone. We hope these curated selections will help you find the perfect coat to accompany you through the season, keeping you warm and stylish every step of the way.
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Brand StoryWhy SOÉJU doesn't have a sale
The concept of "sale" has now become indispensable when purchasing consumer goods, including apparel. The feeling of being able to purchase something cheaper than the normal price, and the exhilaration of being able to explore designs and colors that you would normally hesitate to purchase. Although "sales" have a positive side, SOÉJU has a brand policy of "no sales." Contents Providing you with daily wear Ensuring a "Fair Price" at All Times As a brand that serves as your "foundation" Providing you with daily wear SOÉJU’s brand philosophy is to offer "clothes that become the 'foundation' of your lifestyle."We want you to have basic items that are made from high-quality materials and have a particular silhouette, so that your daily attire will become much easier, and you'll feel confident that you've gone beyond the ordinary. With this belief, we founded SOÉJU in 2018, to offer items at "appropriate" prices. Ensuring a "Fair Price" at All Time Since the establishment of our brand, we have been committed to offering products to our customers at a "fair price." This stems from our desire to support everyone through clothing, even when budgets are tight. By focusing on timeless and understated designs that are relevant year-round, we efficiently produce "classic" items free from the pressure of passing trends. This approach is central to SOÉJU's philosophy, of which "no sales" is a key component. By adopting designs that aren’t constrained to clearing out each season's stock, we alleviate pressure and consistently offer a "fair price," allowing customers to shop with confidence at any time. Establishing a "Foundation" Brand Under our "no sales" policy, we create products that serve as a "foundation" — timeless and ageless pieces that provide individuals with the courage to express their true selves.We will continue to focus on offering "fair price" items that enhance everyday life, making it more comfortable and enjoyable.
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Brand StoryNice to meet you
Nice to meet you. I’m Asuka Ichihara, the representative of the D2C fashion brand SOÉJU. In this article, I’d like to share the goals and values that SOÉJU seeks to achieve. What We Aim to Offer When you search for something as simple as a "white long-sleeve shirt" on ZOZOTOWN, you’ll find thousands of options. Similarly, at UNIQLO, you can easily put together several days' worth of work outfits for under 10,000 yen. In a world where material convenience is abundant, the challenge is no longer about finding affordable basics.Yet, before I started SOÉJU, I would often feel a sense of frustration when opening my closet, thinking, "I have nothing to wear." The clothes I had chosen simply because they were “safe” or “fit reasonably well” often left me feeling constrained, particularly when heading to important meetings or dining out with old friends. I lacked the confidence to fully embrace these occasions.If budget were not a concern, perhaps it would be easy to instinctively reach for luxury brands without worrying about coordination. But for most of us, the goal is to maximize value within a limited budget while still finding pieces that inspire confidence.When holding those trend-driven, sale-focused garments, do you ever feel they truly live up to their price? In response to this, we launched a personal styling service in 2015, with the goal of helping people make the most of their existing wardrobe, while introducing carefully chosen additions to enhance versatility. Through this service, we realized that many people were buying low-priced basics without much thought. However, basics form the foundation of any wardrobe, and it’s essential to invest in high-quality, well-tailored pieces. By doing so, your everyday style becomes effortlessly chic, breaking free from the confines of playing it safe, and fostering a greater sense of confidence. This realization led to the creation of "SOÉJU Personal," our personalized styling service, as well as our own line of essential wardrobe pieces under the brand "SOÉJU." Our mission is not just to sell consumables, but to offer “everyday wear” that supports you through life’s various moments, allowing you to fully express who you are. Moving Beyond Coordination to Personal Styling As affordable clothing becomes more accessible, the art of “coordination” is gaining importance. In today’s world, "how to wear" is often just as crucial as "what to wear." Fashion platforms and social media offer endless coordination tips, enabling anyone to stay on-trend. At SOÉJU, while we occasionally share coordination advice through our blog, our true focus is on providing personalized styling. For us, the difference between coordination and styling lies in the ability to personalize. Coordination is about mastering the right color combinations and silhouette balance, while styling is about understanding "who you want to be" and curating a unique style that reflects that vision. Because the starting point is a personal aspiration, we believe diagnostic tools should not be a limiting factor. A skilled stylist can incorporate items or colors that might initially seem challenging, expanding the customer’s wardrobe in ways they may not have imagined. Although we offer our own brand, in our personal styling service, we frequently suggest ways to mix and match with other brands' pieces that our clients already own—and sometimes even recommend items from other brands. To fully enjoy fashion, it’s essential to blend high-quality basics with unique, cherished items. That's why we strive to offer both styling services and original brand pieces, so that more people can experience the true joy of fashion. Inspired by the Fable of the North Wind and the Sun At SOÉJU, we believe that fashion should be a source of joy. We don’t adhere to rigid ideologies or trends—we simply aim to create an atmosphere of happiness. When your wardrobe is filled with pieces that make you feel "I made the right choice," and you’re excited to wear them out, the process of choosing an outfit each day becomes a pleasure. This doesn’t require anxiously following trends or buying item after item based on stereotypes of gender or age. The ideal situation is one where you cherish clothes that enhance your beauty and continue to wear them for a long time. When you wear clothing chosen in this way, you move through your day with ease, and that sense of joy becomes evident to those around you. Rather than invoking a sense of competition or fear, this positive energy naturally radiates, uplifting everyone nearby. Within the SOÉJU community, many remarkable individuals have already broken free from stereotypes, embracing their style with ease. To those reading this, why not join them in pursuing a happy and authentic lifestyle? There are no set rules; the best scenario is one where we can mutually appreciate and celebrate each other's unique beauty. From this perspective, both trend-followers and those who seek to cultivate a personal style can find joy together. It’s perfectly fine to have style icons to look up to, but the vision we promote is not one that is unattainable. Instead, it’s about fostering a community where everyone can admire and compliment each other equally. For those who have felt bound by stereotypes until now, it’s not easy to suddenly break free. But within this egalitarian community, we hope you can slowly shed these constraints and enjoy the journey. ─Asuka IchiharaBorn in Fukushima Prefecture in 1976. Graduated from the University of Tokyo’s College of Arts and Sciences. After working for three years as a management consultant at Accenture and four years in CRM at Louis Vuitton Japan, she took time off to care for her children while freelancing. In December 2014, she founded Moderato Inc. and launched SOÉJU. She is also a mother of two.
