“Fulyu” according to the dictionary means; (1) Ethos left by the previous generations or the good styles descended from ancestors, (2)being refined and sophisticated, elegant, not worldly, (3) decorating beautifully, designing nicely.

Although Japanese people tend to use this word mostly to address the second meaning in these days, we would like to pursue the value buried in the primary meaning. That is, the precious styles descended by the previous generations. Fulyu would like to revitalize such unique and original Japanese styles in our contemporary lives and share their universal values with the world.

The essentials of “style” exist not only in appearance but more importantly in minds, sprits, way of thinking and sense of values which eventually create the forms of style. This true nature tells us that we may lose the most important essence of the “style” we should inherit if we stick too much to “preservation”, or making the same things with the conventional methods, designs and materials by simply following or imitating what the previous generations have taught us.

We, Japanese, are supposed to be the challenging creators with free-style mind in nature. Such a particular disposition must have been engraved into our DNA. We have always loved something new and innovative, never only clinging to the classics. Remembering and awakening such spirits of the true Japanese, we will pursue to introduce more fascinating and unconventional Japanese styles to the people of the world so that we can proudly pass them on to our next generations.