KOBINAI is a word born from the Japanese expression “媚びない.”

It means not pandering to others.
It also means not pandering to yourself.

But not pandering to others does not mean refusing to bow your head.
It does not mean being arrogant, rude, or disrespectful.

KOBINAI means being honest with yourself and with others.
It means not lying.
It means not pretending.
It means existing as you truly are.

KOBINAI is not selfishness.
KOBINAI is not rudeness.
KOBINAI is not simple rebellion.

A person who truly lives KOBINAI carries both strength and kindness.

They do not only refuse to pander to others.
They also do not lie to their own weakness, their own desires, or their own fears.
In other words, they do not pander to themselves.

We conform because we do not want to be disliked.
We pretend because we do not want to be left out.
We erase ourselves because we want to be loved.

But as we continue to pile up these small lies,
we may eventually disappear from ourselves.

To be released from that —
that is KOBINAI.

Living KOBINAI may not be easy.

You may stand out.
You may be disliked.
You may be misunderstood.
You may be called arrogant.

Creating your own path is hard.
Still, we lay down our own rails.
We never walk only on the “correct” path prepared by someone else.

We say what we love.
We are not ashamed of being different.

Because this world needs difference.
And in truth, everyone is already different.

Different senses.
Different bodies.
Different ways of thinking.
Different ways of living.

Each of us is one person among the world’s population,
and no two people are the same.

True diversity means accepting those differences in others.

In the KOBINAI logo, the I at the center stands as the pillar of 愛 — love.

To be KOBINAI, you need strength.
But to use that strength correctly, you need love.

Love yourself.
Care for others.
Do not give up on dialogue.
Stand for what must be protected.

KOBINAI is clothing.
KOBINAI is an attitude.
KOBINAI is a way of life.

Do not pander.
Do not lie.
Do not fear difference.
Do not forget love.

We will carry the word KOBINAI into the world.
We will share its true meaning.
And we will offer it as a new way of living for the age to come.

To love without pandering.
To live together while remaining different.

That is KOBINAI.

KOBINAI is a fashion brand founded in 2012 by designer and creative director Maimi.

The brand name KOBINAI comes from the Japanese word “媚びない,” which means not pandering, not flattering, and not compromising oneself for approval.

The origin of the brand began when Maimi became disillusioned by people who pandered to those in power. She made a vow to herself: to never pander — not to others, not to society, and not even to herself.

Maimi first gained attention as a reader model for the legendary Japanese gyaru magazine *egg*, which was especially influential among teenagers from the late 1990s to the early 2000s.

At the time, *egg* featured the bold “Yamanba” style, known for deeply tanned skin, white eyeshadow, and striking hairstyles. With its radical visual impact and the dance culture known as Para Para, the movement drew widespread social attention in Japan.

After that, Maimi taught herself how to make clothes and went on to establish KOBINAI.

By placing her own drawings and words onto clothing, she defines “媚びない” as living without lies or falsehood. Through fashion, KOBINAI continues to share the message: live as your true self.