Introducing SHAKE THE NORM: A New D2C Culture Brand Launching Soon

SHAKE THE NORM Launch: A New Era in D2C Culture Brand

Excitement is building as the new D2C brand, SHAKE THE NORM, prepares to launch on August 8, 2025. The brand is set to redefine culture with its distinctive approach, merging street and art influences into its very identity. The launch is preceded by an engaging teaser event titled #No.1 POPUP, which took place on July 26-27, 2025, at the select shop GREEN BASE asoda in Matsuyama, Ehime Prefecture.

Discovering SHAKE THE NORM

SHAKE THE NORM adheres to the philosophy of “Break it. Make it. Shake it.” This brand focuses on minimal design and street culture, offering compelling products that are both simple and powerful. As a D2C culture brand, it seeks to engage customers through shared creativity and innovative design.

The brand promises to deliver groundbreaking products, starting with its inaugural project, HACHI, which will launch alongside the official online store. HACHI is designed to redefine the concept of plant pots, allowing users to mold its purpose as an interior accessory or storage solution based on their imagination. Limited quantities will be available for each project, making the experience exclusive and dynamic.

Pop-Up Event Experience

At the teaser event #No.1 POPUP, attendees were invited to immerse themselves in a vibrant space decorated in the brand's signature vivid yellow color. Exclusive pre-release color versions of HACHI were shared, alongside engaging content designed to stir social media interaction, including photo spots, special merchandise, and immersive art installations. This first introduction to the brand's philosophy fostered a connection with attendees, merging their emotions and experiences with the brand's innovative approach.

The atmosphere at the event exemplified SHAKE THE NORM’s commitment to blending creativity with community engagement. It encouraged attendees to participate actively and share their experiences on social media, contributing to the brand narrative.

Future Plans

Looking ahead, a pop-up event is planned for mid-September in Shibuya, Tokyo. This will serve as a platform to connect with creators and media that resonate with urban culture, directly showcasing the brand's unique visual language. Following the success of HACHI, a second project is in development for release in the autumn-winter of 2025. This upcoming product is expected to offer a conceptual perspective distinct from HACHI, while remaining practical and relatable for everyday use.

Additionally, SHAKE THE NORM will maintain a model of limited and irregular releases, ensuring that each project continues to pose new questions and updates the brand's philosophy. Collaborations with creators and the development of compelling content will broaden avenues for expression, solidifying the brand's mission to create valuable experiences through creativity.

Creative Direction by Yuzuki Yamauchi

At the helm of this innovative initiative is Yuzuki Yamauchi, the creative director who has infused each product with deep emotional resonance and intricate details, based on personal artistic expressions. Yamauchi emphasizes a desire to channel powerful emotions through simplicity, ensuring every product reflects a commitment to creativity and artistic exploration.

As SHAKE THE NORM prepares for its journey, it aims to grow alongside a generation of creators poised to define the future of culture. With multiple projects on the horizon, this is a brand to watch closely.

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