#Japan #Tokyo #United Arrows #ER Brand #Emma Nakamura

United Arrows Unveils Exclusive Sales for New Brand ER

United Arrows Co., Ltd., under the leadership of CEO Yoshinori Matsuzaki and based in Shibuya, Tokyo, has announced the launch of exclusive sales for the new brand ER under its Beauty & Youth label starting in the Spring/Summer 2026 season. Co-directed by model Emma and stylist Rino Nakamura, ER aims to merge aesthetics with real-life applications, capturing attention since its inception in 2022. With this partnership, Beauty & Youth (BY) aims to bring the unique world of ER to a broader audience.

The introduction of ER aligns with United Arrows' mid-term management strategy, which focuses on the development of innovative fashion brands that resonate with the next generation, targeting new customer segments.

About the ER Brand

ER is centered around the concept of "connecting people through fashion as a catalyst for self-expression.” The brand is crafted for individuals who seek enjoyment and freedom in their style irrespective of age or gender. Emma and Nakamura, who have been friends and collaborators since their time at the Bunka Fashion College, have drawn from their 12-year friendship to embody their shared vision and creativity. They aim to propose fashion items that reflect "the things that seem possible yet haven’t existed" while offering pieces that align with their personal tastes and desires.

By launching ER as a BY-branded product, United Arrows intends to blend the essence of ER's unique identity with its own planning and sales capabilities, thereby providing greater value to an extensive customer base.

Perspectives from the Directors

Emma (Model/Brand Director) expressed her excitement about this new venture: "It’s been three years since we launched ER. I’m thrilled to expand the brand in collaboration with United Arrows, and I hope it will serve as an inspiration for many people seeking a connection through fashion. I believe in our vision, and I wish for our brand to become accessible to more individuals!"

Rino Nakamura (Stylist/Brand Director) added, "This marks a new challenge for us; we want to leverage our fresh perspective as we step into our 30s to propose clothing that innovatively fills gaps in the market. With the support we’ve received, we are committed to ensuring ER becomes a beloved and recognized brand for an even broader audience."

Profiles

Emma began her career as a professional model in 2012, featuring on magazine covers like ViVi (Kodansha) and serving as the ninth assistant MC for A-Studio (TBS). Her talents extend into fashion shows, television, and various events, culminating in her role as a leading actress in the 2020 drama and film Youkai Ningen Bella. She has also hosted the SPACE SHOWER MUSIC AWARDS for two consecutive years starting from 2021. Currently, she is focused on her role as director of the ER brand.

Follow Emma on Instagram: @OKSS2121

Rino Nakamura graduated from Bunka Fashion College in 2014 and began her career working under stylist Michiko Yamawaki. She debuted as a stylist in 2019, making a name for herself in women’s fashion magazines, photo collections, and ads. Alongside Emma, she now co-directs the ER apparel brand.

Follow Rino on Instagram: @linonakamura_

About ER

Established in 2022, ER embraces the philosophy of "bridging individuals through fashion as means of connection". The brand offers an array of basic items such as shirts, sweatshirts, and denim, focusing on styles that challenge typical norms regarding age and gender. Collaborations with various brands and artists further enhance ER's cultural relevance and market footprint.

Instagram: ER Official
YouTube: ER Channel

About Beauty & Youth United Arrows

Beauty & Youth United Arrows celebrates beauty rooted in quality, emphasizing cleanliness, sophistication, and youthful vitality. Their aim is to embody the essential qualities of beauty and youthfulness pertinent to this era, enhancing the lifestyles of their clientele through curated selections.

About United Arrows Co., Ltd.

Founded in 1989, United Arrows operates a select shop offering a unique blend of designer brands sourced both domestically and internationally, alongside their original menswear, womenswear, and various merchandise. They showcase brands including United Arrows, Beauty & Youth United Arrows, and United Arrows Green Label Relaxing.