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The Emergence of MCKK: A Lifestyle Brand Focusing on Detours

In today's fast-paced world, where efficiency and rationality often overshadow our day-to-day experiences, a new lifestyle brand called MCKK has emerged, encouraging us to step away from strict routines and embrace the beauty of taking detours. Founded by Erika Uruma and operated by Slime Inc., based in Shibuya, Tokyo, MCKK aims to reconnect individuals with their senses through carefully curated products that embrace the essence of Japanese culture.

A New Approach to Experience

MCKK's philosophy revolves around the concept of the "detour sensibility." The brand promotes a lifestyle where individuals can rediscover their sensory experiences through handmade products. The first product lineup includes three types of natural incense crafted in Awaji Island, a region famous for producing 70% of Japan's incense, and a hand wash made from upcycled rice bran derived from sake brewing. By focusing on scent, MCKK seeks to cultivate moments of mindfulness that enrich everyday life.

Officially launched on their website MCKK, the brand intends to expand further with plans for inbound activities, spatial design, and cultural experiences that connect more deeply with Japan's rich heritage.

The Inspiration Behind MCKK

The founder, Erika Uruma, recognized a pervasive dissonance between the efficiency-driven lifestyle she associated with and the overall atmosphere of a society heavily swayed by economic rationality. Her transformative journey began during several months spent traveling across Europe and various regions in Japan, where she reaffirmed the belief that culture comes not only in physical forms but also through everyday practices. This perspective led her to appreciate the beauty of Japanese sensibility—recognizing it within nature's changes and handmade craftsmanship. Upon her return, she established MCKK in Hyogo as a means of reintroducing such sensibility into daily life.

The Meaning Behind the Name

The name MCKK is derived from the Japanese term michikake, meaning "taking detours." In Japan, the moon is a recurring motif in traditional poetry, often evoking emotions associated with its waning phases, which resonate deeply within Japan’s unique aesthetic sense.

The creators of MCKK acknowledge that each person possesses their own imperfections and fleeting moments of completeness; at times, we may feel as if a part of us is lacking. It is essential to embrace these vulnerabilities, as within these imperfections lies the potential for beauty, hence the name MCKK embodies this philosophy.

MCKK's Offerings: An Invitation to Detours

MCKK's offerings transcend mere relaxation or a slow-paced lifestyle. They advocate for a mindful approach that allows one to enjoy textures, ambiguity, and the element of chance. By inviting individuals to temporarily disconnect from rational choices and engage in sensory exploration, MCKK aims to promote the value in experiencing a 'detour.'

From the subtle aroma of incense to crafting products, the brand provides moments that nurture and unveil the sensibilities that reside within.

Product Highlights

1. Hand Wash: A sensory experience for everyday rituals. Infused with natural cypress essential oil and handmade from upcycled rice bran extract, this hand wash incorporates 96.9% natural ingredients and is priced at ¥4,675 for a 300ml bottle.
2. Incense Set: A reinterpretation of listening to scents. This set features three types of products aligned with relaxation, focus, and vitality, all meticulously created in Awaji Island. Priced at ¥2,970 for 30 sticks, these incense evoke moments of mindful contemplation.

Future Vision

MCKK aspires to grow as a brand fostering "detour sensibility" through products that engage the senses and promote a lifestyle filled with craftsmanship. The goal extends beyond product creation, aiming to breathe new life into Japan’s cultural essence that embraces ambiguity while focusing on sensory enjoyment.

Exploration of cultural experiences such as immersive travels, spatial designs, and delightful detours will follow suit, expanding MCKK’s reach.

Upcoming Events: Engaging with Senses

Sensory Photography and Fragrance Exhibition

Scheduled on July 5, 2025, the exhibition invites participants to explore their unique interpretations of scents. From memories of an old Japanese veranda to bustling overseas markets, attendees can select photos reflecting their experiences inspired by fragrances, creating a personal keepsake.

Popup Event at Sobi Coffee and Books

From July 2 to 31, 2025, MCKK will hold a popup event showcasing their products at Sobi Coffee and Books, a beloved bookstore in Suma, Kobe, providing patrons an opportunity to explore the lifestyle brand in a cozy café setting.


Through MCKK, individuals are invited to embrace the 'detours' of life—offering a fresh perspective and renewed appreciation for the beauty found in the everyday.