Studio Doe X TODAYFUL
Collaborate for the First Time to Create Everyday Classic Outfits

Inspired by the "Flow In Styles" concept, this collaboration with Japan's highly popular and sophisticated brand, TODAYFUL, perfectly combines the unique minimalist aesthetics of both brands.

This time, Studio Doe collaborates with TODAYFUL to launch their first joint collection.
Featuring refined tailoring and premium fabrics, the collection presents a series of effortlessly stylish pieces, perfectly balancing understated luxury and everyday comfort.

The popular Japanese brand TODAYFUL was founded in 2013 by designer Reika Yoshida (怜香).
The brand focuses on creating a fashion style that combines sophistication with everyday wearability. It heavily utilizes Japanese-made fabrics, emphasizing neutral tones, layered designs, comfort, and functionality.

Collaboration Opportunity and Realization Process

This collaboration stems from mutual admiration and long-term appreciation between the two brands. In terms of design philosophy, TODAYFUL focuses on clean, minimalistic, and highly refined silhouettes as its core, while Studio Doe excels at creating versatile everyday wear with effortlessly stylish aesthetics. This joint collection not only merges the aesthetics of both brands but also offers a fresh fashion choice tailored for consumers who love minimalist style.

Why They Chose Each Other

Studio Doe Founder An: "I’ve always been a big fan of TODAYFUL and have followed the brand closely. I feel that both their brand tone and minimalist designs share many similarities with Studio Doe. Internally, we often discussed how we hoped to collaborate with them one day!"

TODAYFUL Founder Reika: "Many members of our team are also fans of Studio Doe. After formal discussions began, we gained a deeper understanding of Studio Doe and realized how highly compatible our two brands are. Even though this is TODAYFUL’s first collaboration with an overseas brand, we had no concerns about the design process—on the contrary, we simply thought, 'This is going to be so exciting!'" This collaboration not only allows both brands to explore different styles but also provides consumers with unique items that combine the distinct aesthetics of both brands.

The Birth of the Collaborative Collection

During the planning stages of this collaborative collection, both brands carefully selected classic, versatile pieces from each of their product lines that they personally love and that would appeal to both TODAYFUL and Studio Doe fans. TODAYFUL’s Reika said, "We quickly decided on which special pieces to create. The only challenge was selecting 'unique colors,' since our two brands already share very similar palettes, which made it quite tricky (laughs)." Studio Doe's An added, "For instance, I really love cool shades like gray and pale green, but TODAYFUL had already released similar colors, so finding distinctive shades was quite challenging. However, because our styles are so compatible, the collaborative items naturally pair well with both brands’ existing collections."

Highlights of the Collaborative Collection

1. Classic Japanese Tailoring × Urban Chic Style: Subtle yet unique color palettes that perfectly blend the core essences of both brands.
2. Ultimate Comfort and Premium Fabrics: Pieces crafted with refined materials to achieve minimalism while offering layers of visual depth, ensuring both a great wearing experience and stunning aesthetics.
3. Effortless Style with a Single Piece: Each design is easy to incorporate into daily outfits, making dressing intuitive and comfortable.
4. Thoughtfully Curated Colors: With both brands sharing similar tones, the selection process for the collaboration’s color palette was particularly meticulous, resulting in hues that are both distinctive and versatile.

This is more than just a brand collaboration; it is a cross-national dialogue of style, a seamless fusion of everyday comfort and high fashion.

Future Vision of the Brands

This collaboration marks the first time both brands have partnered with an overseas brand, and future plans include further market expansion. Studio Doe's An shared, "Last year, we held a POP-UP event in Japan and received great feedback, which boosted our confidence. In the future, we hope to introduce Studio Doe to consumers around the world through more international collaborations and POP-UP events." TODAYFUL's Reika added, "This collaboration has shown us even more possibilities. I hope that through this joint collection, everyone can experience the charm of Japanese craftsmanship, and I’m eager to see everyone’s reactions!" This dialogue between the brands is just the beginning. We look forward to more opportunities to collaborate in the future! The exclusive collaborative collection is coming soon, so stay tuned!