Aiming to develop a challenging brand centered on "high quality that appeals to the five senses"

Element Rule Co., Ltd. is a new company established as part of the Adastria Group to develop high-sensitivity market zones that were not previously under its umbrella, and in 2024 marks its eighth year since then.
We have been exploring strategies, orientations and management methods that are different from those of Adastria, which mainly develops casual fashion brands, and have been increasing the number of brands and stores. In the process, we have launched two brands on our own,ChaosとCurensologyachieved its goal one year ahead of schedule and became independent.
The fact that the brand was able to grow even in a tough market situation and during the COVID-19 pandemic gave us confidence, and we realized that if we create a brand that is high-quality and committed to authenticity, customers will follow us.

Many of Element Rule's customers are interested in fashion that transcends time and have developed an eye for discerning true value without being bound by brand names or prices.
Our pursuit of products, styles, store decorations and sales staff services that resonate with such customers has led to the "creation of high quality" that is stated in our corporate philosophy.
In order for our employees to embody "high-quality creation," we believe that they should not just rely on superficial knowledge or online learning, but should actually experience a variety of products, from luxury brands to secondhand clothing, by touching them with their hands, feeling their colors, and checking their shapes.
Also, as we get older we tend to become more conservative, so I would like the younger generation to take an interest in the wider world and take action.
Even if you have difficulty serving adults at first, as you gain experience and develop a love for the brand, you will naturally be able to communicate with them.
Every year, I look forward to seeing our new graduates improve their skills with each passing day and grow into top-notch salespeople.

Element Rules is still new, and the corporate culture is yet to be established. Young employees have a common interest in a wide range of things, not just fashion.
For those who wish to join us in the future, we hope that they will propose new business ventures with a mindset that challenges the current values ​​of the element rules.
Up until now, we have been focusing on branding by doing things that no one else has done. Going forward, we will continue to work on developing a brand that offers a challenging element every year, rather than prioritizing business viability.
As the new chairman, I aim to further increase dialogue with employees and other staff involved, maintain the quality of the brands we operate, and aim for even greater heights.