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CONCEPT

EL MIDAS 50th anniversary ~ with sincere gratitude ~

EL MIDAS celebrates its 50th anniversary this year since its foundation in 1970.  The founder of the brand was impressed by the nifty Parisiennes fashion and started a domestic original brand for Japanese women.  The brand was named after The Phrygia King MIDAS of Ancient Greek mythology who had the ability to change everything  he touched into gold, which is also a warning story to be modest.
We have also started working toward SDGs in this anniversary year.  Especially by supporting pink ribbon activities, developing sustainable products, and building partnerships with other companies actively working on SDGs.
The brand will keep proposing it’s theme “heritage and innovation” together with its concept “fine quality, chicness, gentleness, and loveliness.”



“instaram

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