Our story

Our story

A small story that started with a circle.

Black hoodie printed with Uchikichan and U-Chan
You do not have to be loud to be kind.

The beginning

Can something be cute using nothing but round shapes? Uchikichan started as that question. We removed one line at a time until only this was left.

About the name

"Uchiki" is Japanese for shy. The world already has plenty of room for loud people. Uchikichan is here for everyone else.

Koufukuchi

Uchikichan lives in a small town called Koufukuchi — roughly, "the place of happiness". Nobody rushes there, and if someone is struggling, somebody notices.

What we care about

Sizes from S to 3XL, and no design that tells you which aisle you belong in. Cute is not gendered.

  • Shy
  • Thoughtful
  • Hard-working
  • Round