RICCI EVERYDAY Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, CEO: Ritsue Nakamoto, Chizu Nakamoto), which develops the fashion brand "RICCI EVERYDAY" from Uganda, is celebrating its 5th anniversary and is even more powerful. We are pleased to announce that we will carry out rebranding centered on the brand tag line "COLOR, POWER" with the aim of delivering "RICCI EVERYDAY".
[Background of rebranding]
"RICCI EVERYDAY" is a life of Uganda that develops bags, interior items, and apparel that have not only design but also functionality, using outstandingly colorful and playful fabrics among abundant variations of African prints. It is a style brand. It has grown with the patronage of many people for five years since it was founded in August 2015.
All of the products are produced by women in Uganda's directly managed workshops, and by actively hiring women who tend to be marginalized, including single mothers living in urban areas, they We have been developing our business with the aim of fostering confidence and pride in our business.
As we approach the milestone of the fifth year, we have been reviewing our business so far and discussing what kind of value RICCI EVERYDAY can provide to our customers and women who make it for about 10 months. Going forward, we will renew our brand message logo with the aim of creating a world where women around the world can overcome social conventions and stereotypes and discover and realize what they really want, regardless of the region such as Uganda or Japan.
RICCI EVERYDAY aims to create a world where women around the world can overcome social conventions and stereotypes, discover what they really want to be, and realize it.
"Like" rather than "favorable".
We are "what do you think about us?"
Be patient with what you like
I tend to choose safe and preferable ones.
However, the feeling of "like" is
Your own personality.
Don't put up with it, you can be more proud.
RICCI EVERYDAY is
Select "like" from "favorable"
A place where you can find your own personality while being excited.
From unique and colorful items,
Like a treasure hunt
Your own "like"
I want you to find your personality.
Lightly jump over words that are safe and preferable
Bold and powerful African prints
It should push your back, saying, "You can live like you."
[Three values of RICCI EVERYDAY]
① Being a place to find your own personality
I want RICCI EVERYDAY to be a place where you can find your own personality, not a place to follow trends or look for safe things.
"I really liked this!"
The words I received from a customer were full of excitement when I found something I liked, and the surprise and joy of being able to unexpectedly reunite with my "original self."
We will continue to provide exciting and surprising experiences to find your own personality.
② Pursuit of ease of use, not just appearance
Our goal is to create items that are both aesthetically pleasing and functional.
Including the Akello bag that can be used in 4 ways with one, convenient bag-in-bags and interior items that you can not part with once you use it.
Let's be with the "like" you find anytime, anywhere.
In addition to designing the appearance, we will continue to pursue manufacturing that is easy to use and incorporate in everyday life.
③ "The right thing", sincerely and seriously
Social alienation and poor working conditions, environmental destruction, clothing disposal, racism, animal welfare, and cultural appropriation that people are suffering from.
In order to continue to be a fashion brand globally, there are a wide variety of issues to be faced.
I don't want to be a brand that comes at the expense of someone.
Aiming to make the people and environment involved happy for future generations.
We will work earnestly and earnestly on the "right things" that we can do.
[New logo, feelings in brand color]
The new logo uses a distinctive design alphabet, such as the rounded “C” and the slightly pointed “A” and “V”. At the same time as reminiscent of the bold patterns and motifs of African prints, it depicts the creation of a harmony with various characteristics. It has become a logo that expresses the ideal way of RICCI EVERYDAY, which is made up of diversity.
In addition, the key color of the brand, "RICCI BLUE," will continue to be important, and we have selected "SPICE ORANGE" as a new accent color. These two colors are reminiscent of the Nile and red clay, which are familiar in Uganda.
[Message from Representative Chizu Nakamoto]
In 2015, we founded RICCI EVERYDAY, a brand that handles bags and miscellaneous goods using colorful and playful African prints.Thanks to the patronage of our customers, RICCI EVERYDAY has successfully celebrated its 5th anniversary. I sincerely thank you. From now on,Along with the new brand concept, we aim to create a world where women around the world can overcome social conventions and stereotypes and discover and realize what they really want to be.
In Japan, where women's activities have been screaming loudly for a long time, there are still many women who find it difficult to live because they are unable to demonstrate their abilities as they wish due to the environment, social structure, and social conventions. Such women can even lose sight of themselves due to some sort of "curse" that "should be."
That feeling was greatly influenced by my experience working at a bank. At the workplace at that time, the company rules stipulated details such as suit color, nails, and hair color. I also wore gray and navy suits according to the rules, but there were many people who looked the same no matter where I turned. I felt that my personality was absorbed and I was gone.
"I am here"
As a small resistance movement to convey that, I always chose unique colors and unusual designs for the innerwear that I wear in my suit. For me at that time, the inners of the colors and designs that I "decided by myself" were items that protected my personality and charged my feelings of energy. I still vividly remember feeling a sense of relief and some kind of pride that I could stay as it was.
We provide our customers with African prints, which are attractive products with bold color combinations and unique patterns that are beyond imagination. Surrounded by African prints, it feels like to us
"It doesn't matter what stereotypes or social conventions are. The important thing is whether you like yourself or not."
I feel like I'm talking powerfully.
"Like" rather than "favorable".
I sincerely hope that you will be a brand that is close to you the moment you find your own personality.
And we are not the only ones who support us.
At Uganda's workshops, socially marginalized people, such as single mothers and former child soldiers living in urban areas, are involved in production activities as "creators." Originally, they couldn't get a decent job because they didn't have a higher education and no connection, and they managed to make their daily lives possible. Some have had unimaginable experiences. According to traditional values, they were people who received help and support, never partners with whom they worked.
However, they are now working to improve their lives while earning regular income through work, and at the same time gaining confidence by proudly sending out the products they have worked on to the world, and they are playing an active role in their original form. I will.
"I want to get rid of the stereotypes that surround them and create more places for them to shine."
While valuing this feeling, we would like to continue to face our business.
[About the new service "Akello Box"]
Akello Box is based on the concept of "creating encounters that resonate with all five senses while staying at home", and with the blessings of Africa (dried fruits, coffee beans, herbal tea, African prints, etc.) including Uganda selected by RICCI EVERYDAY every month. A monthly gift box that delivers items that encourage women and propose a sustainable lifestyle. Now that I have a long time at home and it is difficult to go out casually unless I have a necessary schedule, it is difficult to create unexpected encounters. Akello Box brings color to such everyday life.
* Scheduled to be released at the online store at 21:00 on August 28 (Friday).
Price: 2,560 yen (tax and shipping included)
September issue content:
・ RICCI EVERYDAY original magazine "5 + 1 senses"
・ Ugandan dried fruits (pineapple) and coffee
・ African print
・ Eco-straw and eco-straw case
・ A statement card that makes you feel good
[About "RICCI EVERYDAY"]
"RICCI EVERYDAY" plans and sells bags, travel goods, and apparel that have not only design but also functionality, using exceptionally colorful and playful fabrics, even among a wide variety of African prints. The price range is around 10,000 yen, targeting highly sensitive women who like traveling in their 30s and live with a focus on fashion, in addition to the directly managed stores in Japan that opened in May 2019, major department stores nationwide. It is sold at select shops and online stores.
・ Japan directly managed store "RICCI EVERYDAY The Hill"
〒150-0033 24-1 Sarugakucho, Shibuya-ku, Tokyo ROOB2 2nd floor C
(4 minutes walk from the central ticket gate of "Daikanyama Station" on the Tokyu Toyoko Line)
Regular holiday: Thursday and Friday
* In order to prevent the spread of the new coronavirus, for the time being, the directly managed store in Japan "RICCI EVERYDAY The Hill" will have a complete appointment system.
・ Department store sales results: Takashimaya, Daimaru Matsuzakaya, Mitsukoshi Isetan, Kintetsu Department Store, Hankyu, etc.
・ Brand site URL:http://www.riccieveryday.com/
・ Online store URL:https://riccieveryday.stores.jp/
[RICCI EVERYDAY CEO / rebeccakello Ltd Managing Director
Chizu Nakamoto Profile]
Born in Shizuoka prefecture in 1984. After graduating from Hitotsubashi University Graduate School, experienced corporate sales at a Japanese bank. After that, he participated in an international agricultural NGO and was stationed in Kampala, the capital of Uganda. Together with the women I met at that time and my mother living in Japan, I founded "RICCI EVERYDAY", which plans, manufactures, and sells bags, travel goods, and apparel using colorful and playful African cloth. Opened a Japanese corporation in 2015, a local corporation and directly managed stores in 2016 in Kampala. Opened a directly managed store in Japan in 2019 in Daikanyama. The theme in my mind is "How can a region that has experienced conflict become a place to overcome the past and continue to produce happiness?"
[About RICCI EVERYDAY Co., Ltd.]
・ Company name: RICCI EVERYDAY Co., Ltd.
・ Representatives: Ritsue Nakamoto, Chizu Nakamoto
・ Location: 24-1 Sarugakucho, Shibuya-ku, Tokyo ROOB2 2C
・ Founded: August 2015
[Inquiries regarding this matter]
RICCI EVERYDAY Co., Ltd. Public Relations