FREDDY LECK
This lifestyle brand, which began as a laundry salon in Moabit, northern Berlin, is now available in Japan and Germany. It proposes the value of long-lasting clothing use and produces laundry products based on the idea that "washing = care." It offers a wide variety of items, including detergents, fabric softeners, clothing care mists, laundry baskets, clothes pinches, and ironing boards. The designs emphasize materials and functionality, and are simple yet appealing in their design, which brings to mind the "joy of washing." In Japan, the brand operates directly managed "wash salons" in Nakameguro and Meguro Ward, Tokyo, and communicates the brand's worldview through stores with attached cafes and pop-up locations.