CONCEPT

Yonetomi NEW BASIC is

This is the in-house brand of a long-established knitwear manufacturer founded in 1952 in Yamabe Town, Yamagata Prefecture, by Ryoichi Oe, the grandfather of the current CEO and Ken Oe.

Precisely because everyday life is taking things for granted is beginning to change,

Instead of focusing only on rapidly changing fashion trends,

It is necessary to reconsider manufacturing that involves mass production and mass consumption and pass it on to the next generation.

Utilizing development techniques accumulated over many years, we create products by considering the optimal combination of materials, knitting methods, and items.

"Creating a unique individuality that doesn't exist anywhere else" is only possible at Factory,

From clever details and subtle arrangements to the background behind the craftsmanship. We propose new basics as everyday wear.