The core of the brand will be 23-26 years old. A sister brand of Journal Standard will be born.

Below Millennials, the so-called Generation Z. They are familiar with the Internet and smartphones, and social networking services are commonplace. Having grown up in a diverse culture, they are said to be flexible and not bound by existing rules, even in their hobbies, tastes, and ways of thinking.

JOURNAL STANDARD was one of the first to recognize the uniqueness of Generation Z and launch a brand centered on them. The name is "Oriens.

The core of the company is run by four people between the ages of 23 and 26. They build everything from buying to proposing real clothes to young people in the same age group as themselves. At the same time as the launch of the brand, a street store was also opened. They will have an office in the basement of the store, and buyers and press will actually staff the store and serve customers.

The fact that the Journal Standard has entrusted the entire process to these inexperienced staff members is indicative of their aggressive stance. This move is a kind of social experiment. We must not be left behind.