CHIE IMAI Brand Story
CHIE IMAI, whose brand icon is the outer coat MOSAIQUE de CHIE—often described as a work of art—was launched in 1978 by its current lead designer, Chie Imai. She revolutionized fur fashion by creating lightweight designs that transformed heavy outer furs in traditional winter colors like black and brown—previously associated solely with cold-weather wear—into garments as light as regular clothing. The brand icon "MOSAIQUE de CHIE," featuring innovative designs unseen in the 80s and requiring technical manufacturing processes, was born in Finland, the land of forests and lakes, through the dedicated efforts of Japanese designers who value culture and aesthetics, and Finnish artisans proud of their craftsmanship.
In 1991, CHIE IMAI absorbed Futaba Fur, a long-established Japanese leather goods company that was also a supplier to the Imperial Household Agency, and opened a flagship store at the Imperial Hotel Tokyo under the Imperial Household Agency supplier brand "Royal Chie". In 1999, standing shoulder-to-shoulder with renowned European and American brands, Royal Chie participated in the fur collection at New York Fashion Week as the first Asian fashion brand, alongside major Western labels such as Valentino and Yves Saint Laurent. In 2002, the Royal Chie flagship store opened on Madison Avenue at 59th Street in New York, becoming a gathering place for New York socialites and Hollywood celebrities. In the 2000s, CHIE IMAI's creations were featured in the popular American drama "Sex and the City," starring Sarah Jessica Parker, earning recognition from television personalities and various circles across North America.
In material evaluation, the brand was recognized for the high quality of its materials by Copenhagen Fur in Denmark, a global authority in the fur industry. In 2006, it was awarded the Purple Level (highest quality level) as Japan's representative—an honor granted to only one company per country. In the environmental sphere, through collaboration with Teijin Fiber Co., Ltd. (now Teijin Frontier Co., Ltd.), part of the Teijin Group (now NI Teijin Trading) which handles high-performance fibers, the brand presented designs combining its eco-friendly material "Ecolectus" (made from recycled plastic bottles) with fur and leather materials. This initiative earned high praise for CHIE IMAI's commitment to environmental consideration and sustainability.
Perfume and fragrance are indispensable to fashion brands, but CHIE IMAI launched "MORRIS spirits," a premium sweet potato shochu that you drink rather than wear, in 2010. Inspired by the similarities between perfume and distilled spirits production processes, she incorporated shochu—Japan's representative distilled spirit—into her brand as a Japanese designer. As a "pioneer of fragrance" in an era when the shochu industry lacked the concepts of "shochu" and "aroma," she brought a fresh perspective. Then, in 2021, amidst global turmoil, At the San Francisco World Spirits Competition, one of the world's three most prestigious spirits competitions and the most authoritative in the United States, its quality was recognized. It received the highest honor, the Double Gold Award, with all judges awarding Gold. Its dignified and elegant aroma and taste were acknowledged by the world's judges.
Since 1991, Royal Chie has been known to the Imperial Family and people worldwide as a Royal Warrant holder. Embracing the vision of "creating a world-class brand representing Japan that will stand the test of time," and aiming to become a brand more accessible to a wider customer base, it changed its brand name to founder Chie Imai in 2017. The brand continues to use its fox-inspired logo, "Chie Fox," and strides into a new era alongside customers seeking a unique lifestyle.
CHIE IMAI is a fashion brand rooted in society that contributes to achieving global sustainability by developing products and services mindful of environmental issues and consumer safety. The brand advocates #ChieChic as its policy, establishing a brand identity centered on creating works through free thinking that transcends biased ideas and prejudice. The brand offers tailor-made suits and dresses meticulously handcrafted from high-quality dress fabrics in its own atelier. It also focuses on recycling natural materials, fur, and leather. Additionally, it emphasizes a "Remake" service that redesigns and repurposes old fur and leather items to align with evolving fashion trends.
