PLAY, a creative team that brings together creators from various fields, launched a new T-shirt brand, "iff - idea for fashion -" (hereafter "iff"), on July 20th, which is designated as T-shirt Day. It is now on sale on their website.

iff was created in collaboration with ARTON, an original T-shirt production shop in Shibuya, with the theme "Bringing ideas to fashion."

While a growing number of services that allow you to customize fashion items on e-commerce sites, such as Shoes of Play, an e-commerce site that sells made-to-order shoes, and Indochino, a Canadian online bespoke tailoring service, have emerged, iff has introduced a playful interface on its website that allows you to generate designs based on your own profile and other information. The generated designs are immediately reflected on the screen and can be viewed.

In addition to the "LIFE COLOR T," which uses colors picked from Facebook photos to create a design, the "FIGHTER T," which prints "special move" text automatically generated by entering personal information, the "CUT OFF T," which allows you to adjust the neck opening to your liking by cutting along the cutting line with scissors, and the "MAMMY & CHILD T," which allows parents and children to wear matching t-shirts to create a complete pattern, the brand also offers t-shirts with spaces for writing messages or drawings, making them ideal for gifting. Prices start from 3,500 yen per t-shirt.

Ordered t-shirts are printed individually by ARTON and delivered within 7 to 10 days. The brand plans to continue various projects through collaborations with events and companies.