Baroque Japan Limited MOUSSY celebrates its 25th anniversary with a rebranding initiative aimed at becoming Asia’s No. 1 Jeanning Collective.

[Baroque Japan Limited] MOUSSY celebrates its 25th anniversary with a rebranding initiative, aiming to become “Asia’s No. 1 Jeanning Collective.” ​
Baroque Japan Limited Press Release: August 1, 2025 Celebrating its 25th anniversary, MOUSSY has rebranded with the aim of becoming “Asia’s No. 1 Jeanning Collective.” Announces major brand refresh including product lineup, brand identity, and store design MOUSSY, operated by Baroque Japan Limited (Headquarters: Meguro-ku, Tokyo; President and CEO: Hiroyuki Murai), will undergo a rebranding as part of a strategic transformation aimed at further global expansion.
https://prcdn.freetls.fastly.net/release_image/14511/1007/14511-1007-03ac6538af4f2c88bb6281233601701f-1360×904.png Founded in 2000, MOUSSY has always captured the spirit of the times, proposing styles for all women who seek to express themselves and pursue their own style. Marking its 25th anniversary this year, MOUSSY aims to become Asia’s No. 1 denim collective. Starting with the Fall/Winter 2025 season, MOUSSY will gradually revamp its product lineup to focus on denim items, the brand’s origins, and will also undergo a major brand overhaul, including a renewal of its brand identity and store design. The term “Jeaning Collective” means: 1) Providing style suggestions that interpret jeans culture (=Jeaning) from the unique perspective of a women’s brand based in Tokyo, while 2) A creative collective (=Collective) that expresses its own unique culture through connections with various creators, brands, and artists. This is the meaning behind the name. ■Brand slogan The infinite possibilities of women. We offer a style that transcends culture, time, and boundaries, centered around denim, a symbol of freedom and diversity. Denim is more than just clothing; it’s a symbol of unleashing your individuality. That one piece of clothing brings us freedom and confidence. MOUSSY aims to become Asia’s No. 1 Jeanning Collective. We liberate all women to be more supple, selfish, and beautiful. ■Brand Manifesto In conjunction with this rebranding, we have formulated the following brand manifesto to define the new MOUSSY brand image and the value it provides. 01 STAND UNAPOLOGETICALLY It projects the image of a strong, independent woman who doesn’t pander to anyone. 02 BREAK BOUNDARIES We propose a style that transcends culture, eras, and boundaries. 03 CHOOSE FREEDOM Returning to our roots, we will develop products centered around denim, a symbol of freedom and diversity. 04 CELEBRATE EVERY SHAPE Celebrating every shape, we offer a wide range of sizes and shapes to meet the needs of more women. 05 OWN RAW BEAUTY We also offer simple, essential items that exude unpretentious beauty and are timeless. ■Brand identity
https://prcdn.freetls.fastly.net/release_image/14511/1007/14511-1007-9c1941fee5ee5de182768d30d6f27c67-924×175.jpg Full branding firm SIMONE was in charge of strategic planning and art direction for this rebranding. The brand logo, which has been updated for the first time in 11 years since 2014, reflects MOUSSY’s commitment to evolving while maintaining its essence, and was designed to harmonize with a variety of styles centered around denim items. This identity symbolizes the universal values that MOUSSY offers, as well as its multifaceted and core beauty.
https://prcdn.freetls.fastly.net/release_image/14511/1007/14511-1007-e850bee1dd947dc8e1be9c2a4b78ad92-3785×1204.png In addition, gray-silver has been adopted as the brand color for shopping bags and various tools. Gray, a shade between black and white, is a symbolic color that transcends the boundaries of age, culture, values, and style, embodying MOUSSY’s powerful yet flexible approach. SIMONE Established in 2003, SIMONE is a group of branding professionals headed by Murakami Kaie. We have undertaken branding work for over 350 companies in highly sensitive industries, both domestically and internationally, with a focus on fashion, beauty, and luxury. Under consistent direction, we offer comprehensive solutions from consulting to communication design and output production, leading businesses to success with our high level of strategy and execution. https://simone.jp ■Store design
https://prcdn.freetls.fastly.net/release_image/14511/1007/14511-1007-14b2a1149a91e84352d8534932b3175b-3000×1317.png The spatial design of the stores, which will be gradually renovated starting in early September 2025, was handled by DAIKEI MILLS, a design firm led by Keisuke Nakamura. The concept behind the design was to give a new perspective to the wire mesh containers, which have previously remained anonymous and hidden behind the scenes, bringing out their hidden beauty and revealing a new side to them. In addition to the orderly appearance of the mesh structure, flexible zoning is possible by clever stacking and placement, demonstrating high functionality in terms of spatial design. The cool and sophisticated texture of the metal material embodies MOUSSY’s image of a strong, confident woman.
https://prcdn.freetls.fastly.net/release_image/14511/1007/14511-1007-f2b103eaa4946a21b363c8efdeec9acd-3000×691.png In addition, unlike the existing stores, which are based on a black theme, the entire space is designed with a white and gray base, creating a sense of open space. In the center, perforated metal fixtures symbolize the brand’s new identity. The space, which tends to be inorganic, has been rhythmically incorporated with different materials and pale-toned platforms, adding delicacy and softness to the industrial atmosphere, creating a new MOUSSY space where dynamism and tranquility coexist. DAIKEI MILLS DAIKEI MILLS is a design firm based in Tokyo. He has worked on a wide variety of projects, from commercial spaces for CIBONE, ISSEY MIYAKE, NOT A HOTEL, and LEMAIRE to offices for creative companies like avex, kontakt, and Takram, consistently considering the relationship between people and space through his design practice. https://daikeimills.com/
＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿＿ ＜Company Profile＞ ・ Company Name: Baroque Japan Limited (First Section of the Tokyo Stock Exchange, Stock Code: 3548) – Founded: March 2000 – Representative: Hiroyuki Murai, President and CEO – Address: Sumitomo Fudosan Aobadai Hills, 4-7-7 Aobadai, Meguro-ku, Tokyo 153-0042 (Corporate website): https://www.baroque-global.com (Official mail order site):
https://www.ec-store.net/ MOUSSY HP http://www.moussy.ne.jp MOUSSY Instagram https://www.instagram.com/moussyofficial/ MOUSSY X https://twitter.com/moussyofficial MOUSSY Facebook
https://www.facebook.com/moussyOFFICIAL/