Disaster Prevention x Fashion! The new brand M Zero aims to create daily wear that saves lives and is also fashionable.

September 1 is Disaster Prevention Day. This day was established in 1960 as a day to deepen awareness of various disasters and to prepare for coping with them.

Sixty years later, on September 1, 2020 (Thursday), a new brand will be launched, incorporating disaster prevention features in all items.M-ZEROThe "M" was born.

We hope that even on a day of "magnitude zero" we can become a society that is prepared for any eventuality without even thinking about it. Clothes that can be used every day, clothes that can save lives. This is the reason behind the brand name "M Zero".

The first items include a water-repellent, waterproof, and water-resistant men's jacket for 76,000 yen, a UV-cut, water-absorbing, quick-drying sweatshirt for 12,600 yen, and fireproof pants for 15,000 yen, for a total of six models (all excluding tax). EC site "Light-mawali ONLINE SHOPPre-orders are now available at

First, take a look at some of the cool lookbooks.

The standard design allows you to enjoy a variety of coordinates. It can be worn as daily wear by all ages.

The new ambassadors for M Zero are actor Jin Katagiri and model/actress Karina, who continues to promote sustainability.

In fact, some of the items appearing in this issue were also produced by these two. They also produced a web commercial, which is also very interesting. This is an unprecedented attempt to combine fashion and disaster prevention. I have a feeling that it will be very popular.