Fun Standard Corporation (RKB Mainichi Holdings Group, headquartered in Onojo City, Fukuoka, Representative Directors: Ryosuke Oya and Hiroki Sasamori) has rebranded its innerwear and lifestyle goods brand "E.me" to "moophem," redefining the brand's philosophy and aesthetic based on product development expertise accumulated over the years.
E.me has long engaged with women's voices through night bras emphasizing functionality and comfort. However, the innerwear environment has changed significantly, with excessive lookism, anxiety-inducing advertising, and an increase in low-price, low-quality products. As choices have expanded, the company has felt that the desire to "choose what truly suits me without strain" has become stronger.
In response to this context, the company has reconsidered not just individual products, but the brand's very essence.
Rather than visual beauty or standards set by others, the company decided on a brand refresh to center value on "being comfortable with what you're wearing" and "living daily life with peace of mind."
moophem's concept is "comfort for yourself," not "beauty for others."
Rather than forcibly changing body shape or approaching an ideal image, the brand values affirming yourself as you are and being natural. No constriction, no pressure, no confusion. This attitude is consistently maintained from product development to information dissemination.
The first new product announced by moophem after the brand refresh is the sanitary shorts "Airelle." Airelle features industry-leading 90ml absorption capacity while pursuing a design that minimizes bulkiness and thickness, allowing comfortable wear for extended periods. The cotton-blend fabric offers gentle skin feel and antibacterial/deodorizing specifications, making it a piece that's easy to use not just on special days, but in daily life.
The brand wants to change the conventional image that "sanitary shorts are something to endure" or "something chosen reluctantly." Airelle embodies moophem's philosophy, proposing a "comfortable choice" for peaceful everyday living.
The brand's base is in Onojo City, Fukuoka Prefecture. The company has continued product development rooted in real life by carefully gathering voices from women close by and repeating prototyping and verification. Building on the experience accumulated with E.me, moophem aims to provide a more sincere and sustainable brand experience.
Future plans include developing product lines that accompany life stage changes. moophem will continue to give form to the "comfort" that modern women truly seek.
Brand Overview
Brand name: moophem
Concept: "Comfort for yourself," not "beauty for others"
Base: Onojo City, Fukuoka Prefecture
Product lineup: Sanitary shorts, night bras, shorts, and more
Shop URL: https://www.rakuten.co.jp/e-me-store/
Company Profile
Company name: Fun Standard Corporation
Representative Directors: Ryosuke Oya, Hiroki Sasamori
Head office location: Room 1001, 1F Paseo Minamigaoka, 16-6 Murasaki-dai, Onojo City, Fukuoka 816-0954
Business activities: Planning, development, mail-order sales, crowdfunding, design, PR, etc.
Website: https://www.funstandard.jp/
