BEDWIN & THE HEARTBREAKERS, a Tokyo label of streetwear, recently appointed F(x)Lab as its digital product research and development partner. This cooperation aims to construct a digital product system for BEDWIN & THE HEARTBREAKERS with WeChat Mini Program as the focus.
BEDWIN & THE HEARTBREAKERS is a Japanese menswear label created under umbrella company DLX Tokyo. BEDWIN was founded and designed by Masafumi “Bebetan” Watanabe in 2003. Known for its designs inspired by traditional American menswear, each collection blends Japanese design and Western styling, drawing influences from Americana of the 1950’s and 1990’s, as well as being one of the first brands in Japan to combine streetwear and tailored menswear. Since then, the brand has built up a strong fanbase worldwide and has collaborated with the likes of adidas Originals, Converse, The North Face and Stüssy.
F(x)Lab is a leading digital strategy agency dedicated for new luxury brands in China.