Run through, stop, and start walking again. I want to create a masterpiece that will never fade
Under the influence of her older brother, who loved clothes, she aimed for the fashion industry and graduated from a fashion college in Tokyo. While working at an apparel company, he started a small brand. He was devoted to making clothes, but closed the brand at the age of 27. "I want to learn the basics of apparel and restart the brand in three years," he said, so he became an assistant to a designer.
In 2002, at the age of 30, he founded C'est pas Grave. The brand name means "It's okay, it's okay, it's OK!" in French. With a love for France and the desire to "enjoy fashion casually", we proposed a mixed style with the theme of <playful TRAD ×EDGE> with a sense of class.
Until the ninth year of the brand, it was a hard day to hold exhibitions four times a year. Before the age of 40, he held exhibitions twice a year in order to slow down the pace of his life. As I got older, my awareness of fashion changed, and I temporarily took a break from the brand in Fall/Winter 2019.
After the hiatus, while spending a relaxing time, I began to feel more endearing in my daily life, and at the same time, I launched the lifestyle product "ITOCI".
In June 2022, the apparel line was restarted.
We want you to spend your daily life at your own pace with high-quality loungewear that is not bound by gender, age, race, or culture. I want you to experience the joy of growing your own masterpiece. With that in mind, we make clothes that are close to our lifestyle.