This time, I'll talk a little about HOUGA .

The brand name HOUGA is derived from the Japanese word "mouga" (bud).

“Moga” means to sprout or to show signs of something.

These words give the feeling that something new could begin.

Like seeds in the ground, we all have our own charms and talents that we are not yet aware of.

Perhaps they are not buried in soft, nutrient-rich soil, but in hard asphalt or rocks.

We want to deliver items that will help bring out those hidden possibilities and give you a sense of liberation just by wearing them.

We launched in the Spring/Summer 2019 season with the desire to create a world where everyone can feel confident in being themselves and love themselves a little more.

HOUGA is like a country, a free place within each person's heart, where they can release their senses and emotions and be themselves.

Therefore, the clothes you receive from HOUGA can be worn however you like, up to you.

What you feel on that day and at that time is the correct answer.

I want to be someone who can be there for people as an ally, at any time and in any situation, regardless of era, age, or gender.

I hope to talk more about HOUGA's dress pieces and the country a little later.

Your potential will emerge.

Free your senses and emotions.

Dress pieces from HOUGA.

Sprout your veiled gift.

Unveil your own senses and feelings.

--The story of the country is vague, but certainly exists somewhere.

Dress pieces from the "Land of HOUGA" will help you discover your potential.

HOUGA's collection tells the story of a country that is vague but certainly exists somewhere.

What kind of country is your country?

https://houga.jp/pages/about