INATAI

A world view that blends a slightly older Japan with PHATROOM.

The store's items and interior, such as left-facing horses, lanterns, and barber chairs, are mixed with the rising sun, ukiyo-e prints, and modern posters to express "PHATROOM's unique 'inata' (unrefined/country bumpkin) style."

While "inata" originally has negative connotations such as "unsophisticated" or "country bumpkin," it is also used as slang to mean "tasteful and cool" or "feeling Japanese tradition." The name PHAT, used in the store and brand name, is also relatively old slang meaning "cool" or "cool," so "PHAT = inata."

Even in today's globalized world, where we frequently use foreign products and foreign words, we are still Japanese.

Let's not lose sight of the coolness that is uniquely Japanese.

Let's feel that being Japanese is cool.

We hope that those who wear these clothes will feel that way.