TANNIE, The founder of aesthetic fashion clothes brand Sofyee, She has been dived into japanese kawaii culture for years. When talked about Kawaii aesthetic street fashion wave, Tokyo has been the pioneer since 1970’s. The kawaii aesthetic fashion is associated with pastel colors, girliness, sweetness or adorability in people’s imagination, and it helped eye-catching street styles such as Lolita and Decora being popular all over the world.
In general, The Phase “KAWAII” is made up separately with two words “LOVE” and “ABLE” which means the ability to love, but in fact, it is more complex behind the kawaii street fashion, behind the pastel colors.
Photos taken by tokyofashion
The concept of kawaii culture represent dark side in minds which is to dress as if ill, fragile or wounded, or “want to die” emotions. The reason why people wearing kawaii suits just want to express they are depressed, or mentally sick.
Tannie said “Sofyee aims to reinvented the kawaii culture who wanna to express kawaii in a more optimistic way. The reason why Sofyee prefers to take pastel colors as the basic design elements is that pastel colors such as pink or purple for that pastel is the representation of being young in the deep mind. Pink always reminds us with sweet moments in the life, such as wedding, or flowers. Sofyee encourages ladies to be young and passionate in our minds with sofyee-kawaii fashion style, which is more optimistic, energetic, joyful.”
Most Sofyee Collections are designed with sweet tastes, except for that, Tannie also wants to combine fashion with cherished moments in our daily life. In sofyee, fashion can be dusk and dawn, fashion can be a extended way of rainbow, fashion can be the sweet tastes like strawberry or cherry. Fashion can be the kissing love. Everything fancy that related to sweet or passionate emotions in daily life can be used in Sofyee’s design, which is where sofyee’s design ideas come from.
Image source: SOFYEE strawberry t-shirt collection
Image source: SOFYEE graphic hoodie collection
Image source: SOFYEE pastel backpack collection
Jennie, A co-founder of Sofyee said that, “Sofyee is not only about how we dress, but also how we feel, all we wanna do is to bring the energitic, passionate, joyful in heart to the fashion street.“
At the same time, Sofyee joined hands with many excellent drawing designers, making an implementation of beautiful anime elements and fashion, which turned out to be a personalized label in fashion. Sofyee encourages people to express themselves courageously and to discover their inner passions and preferences.
For Sofyee, It is not just a simple street style fashion. It is rather a coping mechanism for complex emotions. In today’s world, fashion represents so much more than just the clothes you wear.
It’s about being yourself, accepting yourself and reflecting on yourself through the clothes and accessories you wear. Discover more kawaii aesthetic clothes visit https://www.sofyee.com/
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Company Name: Sofyee INC.
Contact Person: Marco Fondora
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Country: Canada
Website: sofyee.com