My desire for brand and starting business.

After quitting my job at the bank where I graduated, I went on a working holiday, worked as a secretary to the president, and worked as an apparel salesperson. 

I founded an apparel brand where I do everything from design to production myself. When I thought, "I want to do this!" I am reckless enough to start my own business without a plan, it is my character. And left the company at the age of 26.

It's been three years since I started my business, and I'd like to write about the reasons why I started my business and the thoughts I put into my apparel brand.


■What do I want to do?

I did a lot of self-analysis and thought about what kind of feelings I had deep down in my heart that led me to my current way of life.

The answer was, "I want to be a person who can give people hope."

And what I want to do, my ideal way of life, is as follows.


・I want to set my own schedule for my life.

I'm a free spirit, I realized. I want what I want! I want to eat what I want to eat! I want to go where I want to go! I want to live without worrying about money. 

I thought that it would be nice to live freely on my own earnings, not on those of my boyfriend or husband. She thought that it would be cool to be a woman with financial independent.

・I want to stay young in body and mind, and enjoy life.

I dislike the phrase, "I'm too old for this. "I try to avoid saying those kinds of words.As the American saying goes [age is just a number], age is just a number.
Of course, there are things like physical decline, but I think Japanese people in particular are too attached to their age.It's all in your mind, and there are plenty of young and glittering ladies out there.I believe that if you live a happy life, you will naturally become a lively and pretty old lady.


These are my "wants" and "ideals," and I'm sure they are what many people want. It's just that we haven't been able to do it.

Working for yourself instead of working for a company, having a flexible schedule, earning enough money to be able to afford it, and looking young and beautiful?

I think everyone thinks at first that there is no way they can become such a person. But if you want to become one, you have to take action.

What if I, a very normal person, could become something like the above? I'm sure that many people would feel "hope".

I am in the midst of working hard to achieve such a future, to be able to give hope to the next generation of young people, and of course, to the people around me.

 I realized that I am living my life just like my name "希帆" came from.

帆…sail of a ship

The origin of the name is said to be "so that you can go forward into the ocean with hope and big sails. That is the my way to live,I have lived such as. I also felt that a name reflects a person's way of life.


■What exactly are you going to tell them and how?

"If you continue to work hard and have hope, you will definitely achieve your ideal."

This is what I believe in when it comes to life planning, work, beauty and all things.
I want to share this with as many people as possible through the apparel brand I launched『KIHO』.

When I started my business, all my heart thought in creating a brand was,

「Beautiful ladies who shine forever and enjoy life.」

It is my ideal way of life and my ideal image of a woman.
I wanted to create a brand that would support all women who share this ideal and who strive to be like this.

The brand's concept is "Timelessly Elegant Casual," and the brand pursues "simple beauty that is timeless."

The design focuses on a "beautiful silhouette that will impress you the moment you put it on."


And the sizing. It's a free size, but I set it for a slightly slender, size S or size 34-36. There is a big reason for this.

 Being skinny is not the whole of beauty, and being skinny is not necessarily good.But women are always concerned about their body shape. This is because they believe that thinness is beauty.

It is quite hard to create and maintain a healthy and beautiful body.You may have had a good style when you were young, but it may come to changed with age.

 I think we can either give up on it or make an effort.People who continue to work hard are beautiful. And the effort itself is beautiful and cool.I want to be the kind of woman. And I want to support such women.

That is why KIHO's clothes are set at a slightly slimmer size S, between standard and model body size, a healthy thinness.


「I will go on a diet when I can no longer fit into my KIHO clothes.」or 「I will manage my body shape based on whether or not I can wear my KIHO clothes.」
We hope to become a brand that will become a benchmark and support those who are pursuing beauty and those who want to do their best in the future.



Beautiful ladies who shine forever and enjoy life.


Timelessly Elegant Casual




The above is KIHO.

With the growth of this apparel brand, KIHO, I would like to convey to many people that "if you have hope and keep working hard, you can always obtain your ideal" through the clothes that carry my thoughts and feelings.

I want to be a person who can give people hope.As brand philosophy says, it would be wonderful to live in a world full of beautiful and cool women, women who don't care about their age, who will always shine brightly, who work hard with pride, who challenge what they want to do, and who enjoy their private life to the fullest.I would like to meet many such women.



I was a "zero" with no experience, and by growing my brand, I will show through my actions that "if you work hard, you will succeed."

I believe that this will be conveyed as the brand grows.

And the concept of the brand.「Timelessly Elegant Casual」
A simple, timeless design that never goes out of style and never gets old.Behind the design of "Beautiful silhouette that impresses you the moment you put it on" is the desire to make it your favorite special piece, to wear it for a long time, to reduce "throwing away" of clothes, and to achieve the true meaning of "sustainable. (Production using only ECO materials from 2021)

At the root of our desire for this brand is the message, "Be a woman who shines forever!"" Enjoy your life!"" Do what you want to do!"" Let's live with hope!" Let's do what we want!"

It's not just a brand with a message that stays in your mind, but also a brand that makes you beautiful on the outside, so that you can see your beauty efforts with your own eyes, and for this reason, the size set slightly slimmer.


Through the KIHO brand, I want to convey to people that they can achieve their ideals if they work hard. And I hope that many people will have hope and aim for a bright future.

Have hope, aim for the ideal, and shine as yourself.


It is with this in mind that I started my business and founded my brand.

Thank you for reading to the end.


KIHO director/designer