#Japan #Lifestyle #Shibuya #U brand

Introducing 'U': A Revolutionary Innerwear Lifestyle Brand

A fresh and innovative lifestyle brand, 'U' has recently made its debut, focusing primarily on innerwear while promoting a healthy and feminine vibe. The essence of the brand's name, which resembles 'YOU', conveys a heartfelt message aimed at encouraging individuals to embrace their unique selves throughout varying life stages.

Brand Philosophy

The core concept of 'U' sweeps through the guiding principle:
for you, from U
Seasonless, Simple, Healthy Essentials.

In both work and daily life, as well as in future decisions, 'U' aspires to bring comfort to every evolving aspect of your routine. The products designed to touch your skin are meticulously crafted to offer not only comfort but a gentle thrill that accompanies daily life. 'U' quietly supports your continuously changing lifestyle.

Launch Collection: Drop 1

The inaugural collection, referred to as Drop 1, prominently features bras and shorts as the brand's standards, while also introducing T-shirts and scrunchies that seamlessly fit into daily wear.

• - DAILY SMOOTH BRA & SHORTS

Price: Bra ¥6,930 (tax included) / Shorts ¥3,850 (tax included)
This stylish bra combines the convenience of a wireless design with a comfortable yet stable hold. The delicate straps and minimal triangle silhouette are emblematic of a healthy aesthetic. Both the bra and shorts are understated yet chic, featuring an embroidered brand logo.

• - U DAILY TEE

Price: ¥7,700 (tax included)
A classic crew-neck T-shirt with a compact silhouette and minimalist design. This wardrobe staple can be proudly worn across all seasons.

• - U LOGO SCRUNCHIE

Price Range: ¥2,970 - ¥3,520 (tax included)
Crafted from leftover fabric from the bras and T-shirts, these scrunchies come in sizes S and M. They not only serve as hair accessories but also add subtle accents to everyday styling.

Pop-Up Store Details

To celebrate the launch of 'U', a pop-up store will be established at Shibuya Scramble Square.

• - Period: April 4th (Saturday) to April 13th (Monday), 2026
• - Location: Shibuya Scramble Square 2F, 'SPACE2'
• - Hours: 10:00 AM - 9:00 PM (opens in accordance with mall hours)

Visitors can experience and explore the items from Drop 1 in person. As a special promotion, customers purchasing a set of a bra and shorts will receive a complimentary U LOGO SCRUNCHIE (available while supplies last). Following the conclusion of the pop-up, online sales are set to begin on April 13th at 9:00 PM.

• - Online Store: U by U
• - Official Instagram: @u_you_uyl

About UPDATE YOUR LIFE (UYL)

UPDATE YOUR LIFE (UYL) is a project team operated by three female members with an average age of 29. The team curates selected items from around the world, proposing lifestyle products through pop-up stores and online platforms. 'U' represents the inaugural original brand launched by UYL.

Media Inquiries

For further details, please contact:
Sanki Shoji Co., Ltd
UPDATE YOUR LIFE
Contact Person: Mikio Uchiyama
Email: [email protected]
Phone: 03-6426-5619 (Inquiries from press representatives are also welcome here.)