The brand is establish by Masaaki Honma in 1997. By using dainty materials in pattern, He became the pioneer of "high casual style." Their items have both luxury and sense of fun, which give the image of heart, love, and piece to the adult male. All the items are produced in limited numbers and are rarely offered in markets. They are also sold and valued at the luxury retail shops in Los Angels, Paris, London, and other foreign cities. Among all, the items of the collaboraton with VISVIM or LEVI'S FENOM make a long line and become news.