Brand Story

One rainy night, on my way home late from work.

I remember it clearly: I had just returned home, exhausted, taken off my makeup and my heels, and finally removed the bra that had been digging into me all day. A deep sense of relief washed over me from the core of my chest.

"It’s just underwear. Why has it been such a source of stress?"
In the mirror, I saw the red marks left on my shoulders.

"Is this really okay?" "Who exactly am I enduring this for?"
Questions like these sprouted in my heart, and they became the seeds for the brand "AeeYaa."

Perhaps what I truly needed wasn't a look designed for someone else, but a fit that allowed me to feel at ease in my own skin.

I tried many off-the-shelf options.
But they were either too tight, too thick and prone to becoming stuffy, or lost their shape with every wash—
None of them ever reached the "true comfort" I was searching for.

"If that's the case, I’ll just make it myself."

With that decision, without any knowledge or experience,
I spent my days alone drawing patterns, repeating prototypes, and testing how they felt.

I went out wearing samples,
I slept in them,
Seeking underwear so comfortable you could truly "forget you were wearing it" in everyday life.

That is how AeeYaa was born.

No restrictive underwires,
gentle on the skin, durable through washes,
simple, yet comfortable enough to stay with you all day long.

For work days, holidays, and even when you sleep,
designed to blend naturally into the rhythm of your daily life.

Since launching, I have received many messages.

"I’ve finally found underwear that gently supports my body after surgery."
"I can wear this with peace of mind even while breastfeeding."
"This underwear, free from constraints, feels like it has lightened my heart, too."

What AeeYaa wants to deliver is by no means just underwear.

We want to be a presence that brings a small sense of freedom and the space to value yourself in your daily routine.

Not aiming for a perfect silhouette,
but something that softly embraces your body just as it is.

It is not the person who should change, but the underwear.

With this belief, AeeYaa was born.

In your daily life, in an unexpected moment,
to have you think, "Today feels strangely comfortable."

If I can be that for you, nothing could be better.

AeeYaa Founder: Tsubaki Takahashi