#Japan #Naha #Anfini #Ururu #Apparel Brand

Anfini Introduces 'ururu': A New Journey in Apparel

Anfini Inc., based in Naha, Okinawa, is proud to announce the launch of its inaugural apparel brand, 'ururu', starting on August 29, 2026. This brand marks a new frontier for the company, transitioning from their established consulting services to a direct BtoC (Business to Consumer) approach. The initiative is spearheaded by a team of young employees who played a pivotal role in every aspect of the brand's development, from concept formulation to product design and sales.

Why a Consulting Firm ventured into Fashion

Anfini has a rich history of supporting businesses by solving management challenges through consulting. However, they recognized the importance of sharing their acquired knowledge and perspectives with a broader audience. The company believes that empowering youth not only within corporate settings but also through tangible products and services can strengthen their connection with the community.

To achieve this, Anfini aims to blend both BtoB and BtoC strategies, providing valuable insights while simultaneously delivering quality products directly to consumers. 'ururu' epitomizes this new approach, serving as a model for future endeavors in the apparel sector.

'ururu': A Commitment to Aesthetic and Detail

Unlike conventional brands that often start from pre-existing concepts, 'ururu' emerged from an original vision framed around the lifestyle and values they want to communicate. The brand’s identity is built upon an intricate focus on silhouette, materials, and details, striving to create pieces that evoke self-love and appreciation in the wearer. It embraces a delicate, sweet aesthetic that aims to resonate deeply with its audience.

The brand’s commitment to delivering a meticulous experience extends beyond just clothing; it encompasses the entirety of the brand's visual representation and online presence, creating a comprehensive narrative that reflects their ethos. Each piece is designed with the intention of not just being cute but also exuding a sense of ephemeral beauty — a signature of the 'ururu' brand.

Insights from the Brand Leader

Nanako Hashimoto, the brand representative and a prominent figure, who was crowned the Grand Prix winner of the 2024 Miss Seikei contest, expressed her aspirations:
"I've always wanted to shape things that I find 'cute' into reality. Creating a brand from scratch proved to be more challenging than I anticipated, filled with moments of introspection. However, the journey of translating my likes into tangible products has been incredibly enjoyable. Launching 'ururu' fills me with happiness. I hope that people feel a bit more fond of themselves when they wear ururu pieces. I'm excited to grow this brand into one that resonates with many, becoming a part of their 'likes'."

Launch and Future Events

The official brand name is 'ururu', set to debut on August 29, 2026, through its designated EC site. Additionally, a showcase event is planned for September 2026, offering an opportunity for consumers to engage with the products in person, experiencing the unique materials and stylistic representation that 'ururu' embodies. Details regarding this event will be disseminated via the brand's official Instagram and other channels.

About Anfini

With an average employee age of 26, Anfini operates as a next-generation consulting firm rooted in the Azabudai Hills. Since its inception, it has adhered to the philosophy of "Consultants First, Company Second.®" Their mission is to attract and nurture talented individuals, creating an ideal environment for their growth. As they advance into 2026, Anfini aims to foster management transformations in an AI-dominated era, revitalizing Japan's economic landscape.

The company topped the Asia-Pacific 2026 rankings in the management consulting sector.

Company Details

• - Tokyo Main Office: 105-0001 Minato, Tokyo, Azabudai Hills Garden Plaza B, 5-9-1
• - Okinawa Headquarters (Ryukyu AI Park): 900-0021 Naha, Okinawa, Izumizaki 1-20-1, Naha OPA
• - Anfini Incubation Studio: 106-0041 Minato, Tokyo, Azabudai 1-1-2, Azabudai Hills Residence B
• - CEO: Jun Hashimoto
• - Capital: ¥10,000,000
• - Established: May 7, 2021
• - Phone: 03-4362-7810
• - Website: Anfini Official
• - Recruitment Website: Anfini Recruitment

In summary, the bold launch of 'ururu' not only highlights Anfini's dedication to innovation in a consulting-driven landscape but also paves the way for a fresh narrative of self-expression through fashion.