Founded in 2002, WAGAMAMAPLAYGROUND’s name is inspired by the Japanese word “わがまま,” with “WAGAMAMA” meaning “self-centered”—This concept not only highlights the brand’s origins but also indicate a lifestyle. The founders advocate that fashion should not be restricted by rules; rather, it should serve as a canvas for authentic self-expression, encourage everyone to embrace their true selves, fearless of others’ judgment, and shine with unique brilliance.

The founder and designer, Kee, a fine arts graduate, infuses her passion for beauty into every piece. Unlike traditional fashion brands that follow seasonal cycles, WAGAMAMAPLAYGROUND moves with the flow of inspiration.

Whenever creativity strikes, Kee translates her visions into unique garments, crafted in small batches at an in-house atelier to preserve each piece’s individuality and warmth. Her design philosophy is deeply rooted in attention to detail, focusing on high-quality fabric textures, asymmetrical cuts, collages, and three-dimensional design elements. For Kee, clothing transcends mere fabric; it becomes a playground of creativity. Every element reflects the designer’s intentions, highlighting a blend of comfort and distinctive patterns, allowing you to discover the unique light that belongs to you!