#Japan #Tokyo #AJUGA. #Chihiro Kondo #SHIFFON

AJUGA. Brand Revitalization: A New Era for Fashion

The renowned brand AJUGA., produced by popular model and talent Chihiro Kondo, is undergoing an exciting brand renewal this season. On July 30, 2025, SHIFFON Co., Ltd., headquartered in Minato, Tokyo, officially launched the refreshed collection featuring 32 stunning new items for Autumn/Winter 2025. This revitalization aims to capture the essence of timeless fashion while resonating with contemporary styles.

Exclusive Preorder Campaign

From today, fashion enthusiasts can explore the brand’s new offerings through its official web store (https://ajuga-official.jp/). For the enthusiastic early birds, a special preorder campaign is in place: individuals who spend over 15,000 yen (excluding tax) before August 5, 2025, at 23:59 will receive a 10% discount on their total purchase amount. This initiative is a perfect opportunity to acquire modern yet sophisticated pieces that promise to elevate your wardrobe!

The AJUGA. Brand Concept

The brand philosophy embraces simplicity paired with captivating allure, creating wearables that maintain their charm, regardless of time. AJUGA. aims to craft garments that provide comfort for daily wear while emphasizing exquisite materials and silhouettes. The clothing is designed to celebrate one’s individuality, bringing satisfaction upon each wear.

Imagine pieces that boast outstanding completion: garments that respond dynamically to the wearer’s movements, earning the pride in wearing them. AJUGA emphasizes creating “clothes that allow you to feel proud of who you are today,” capturing an inexplicable presence that speaks volumes without words.

The collection promises refinement and flexibility, ensuring that each piece remains a cherished item in your wardrobe for years to come.

Exciting New Product Lineup

Among the diverse range of products being launched, notable highlights include:

• - Herringbone Wool Tweed Jacket priced at 27,500 yen (tax included) available in grey and camel colors.
• - Velour Long Sleeve T-Shirt available for 7,700 yen (tax included) in black, white, and brown.
• - Herringbone Wool Tweed Wide Pants for 16,500 yen (tax included) in grey and camel.
• - Crescendo Hoop Earrings priced at 3,960 yen (tax included) in gold and silver.
• - 2-Way Volume Trench Coat at 35,200 yen (tax included) offered in camel and navy.

The collection features aesthetically pleasing silhouettes and contemporary styles, ideal for various occasions.

Campaign Details

The preorder sale commenced on July 30, 2025, at 18:00 and will proceed until August 5, 2025, at 23:59.

Meet Chihiro Kondo

Chihiro Kondo, born December 15, 1989, in Okayama Prefecture, is a highly influential model and talent with over 3.6 million followers on social networks. As a mother of three, she combines motherhood with her career, gracing both fashion and lifestyle magazines while participating in various TV shows, product planning, and development. Her commitment to empowering women through fashion resonates through the AJUGA. brand.

About SHIFFON Co., Ltd.

SHIFFON stands out as a unique entity in the industry, blending diverse business operations across retail, sports lifestyle brands, and more under one roof. The company has developed an exceptional supply chain that segments its offerings for all age groups, from apparel to school supplies and winter sports gear. Noteworthy collaborations include partnerships with esteemed brands for official team wear, ensuring that innovation and quality remain at the forefront.

To witness this transformation and explore the complete collection, visit the official AJUGA. website.

Be part of the AJUGA. story as it beautifully redefines your wardrobe this Autumn/Winter 2025!