Unveiling SHAKE THE NORM: A New D2C Brand Set to Disrupt the Status Quo

SHAKE THE NORM: Breaking New Ground in D2C Culture

A brand-new Direct to Consumer (D2C) brand called SHAKE THE NORM is set to make waves as it officially launches on August 8, 2025. Founded by PLAYCREW, the brand embodies a revolutionary spirit and presents an innovative approach to street culture, art, and minimalistic design. Moreover, the brand's inaugural project, titled HACHI, will be released through its online store on the same day.

The Essence of SHAKE THE NORM

Here at SHAKE THE NORM, the slogan “Break it. Make it. Shake it.” thoughtfully encapsulates our philosophy. We firmly believe that individuals should pursue their passions and embrace their unique identities without being confined by societal norms or conventional thinking. The brand aims to support creators and enthusiasts looking to express themselves authentically.

In a world filled with expectations such as, “You must do this.” or “You can’t do that.”, we aim to provide a voice to those who feel restricted by such limitations. Our mission is to empower individuals who harbor a deep desire to create and communicate their thoughts and feelings. We believe that true beauty arises outside the confines of ordinary rules and that unfiltered creativity has the potential to reshape the world.

Brand Statement

The perception of normality often creates friction within us. We all have that inner “something” that persists, even when society tries to box us in. It could be a sense of yearning, a belief that we can achieve more, or a quiet passion that pushes us. At SHAKE THE NORM, we strive to stand beside the creators of today and aspire to nurture that unique vision that breaks free from the ordinary.

Our focus is on supporting individuals in cultivating their personal styles—not just aligning with others' forms of “correctness.” We believe in authenticity, having a solid core while embracing simplicity. Guided by the pulse of contemporary times, we aim to spark that quiet flame within everyone to stoke their individuality. In our own way, we invite you to break the norm, make your statement, and trust in your unique self.

The Launch of Project HACHI

The much-anticipated HACHI project will showcase an innovative product that exemplifies our brand philosophy. This launch marks our entry into the market, featuring unique color variations available exclusively through our online platform. The designs incorporate a vivid, matte finish that showcases an earthy feel, making for an effortlessly striking piece that commands attention in any interior setting.

Brand Strategy: Limited-Time Exclusivity

At SHAKE THE NORM, we believe in offering all our projects on a limited quantity and time basis, providing a special experience for our customers. As we look ahead, our strategy involves collaborations with like-minded artists and brands, creating intersecting spaces for culture and creativity to flourish.

Sneak Peek at the Pop-Up Event

Before the official launch, a teaser pop-up event took place on July 26-27 in Matsuyama City, giving a glimpse into the brand’s aesthetic and allowing visitors an exclusive preview of HACHI. The feedback from attendees highlighted that the products blend effortlessly into everyday life while concurrently standing out with their captivating presence, proving the brand's commitment to excellence.

What’s in Store: Future Developments

Post-launch, SHAKE THE NORM plans to unveil its second project in the fall of 2025 with new product categories. Additionally, expect another exciting pop-up event in Shibuya, Tokyo on mid-September 2025, allowing urban culture enthusiasts to experience the brand firsthand. The brand will continue to explore partnerships with select stores and cultural events to reach a wider audience.

Get in Touch

For inquiries, please contact PLAYCREW at:

- Brand Director: Yuzuki Yamauchi
- Producer: Hiroki Kusuoka
- Email: [email protected]
- Phone: 080-1990-3358

Check out our official online store here and follow us on Instagram for exciting updates: SHAKE THE NORM Instagram.

Join us in celebrating creativity, self-expression, and the breaking of norms!