This is a T-shirt label that was started in 2008 in Tokyo with the purpose of productizing "merchandise for non-existent music". They collaborate with domestic and international artists and designers to create artwork that includes the profile and story of a non-existent musician. In recent years, they have expanded their activities to include a wide range of products, not just T-shirts. They collaborate with existing musicians, artists, apparel brands, and even beer bars to create T-shirts. Their activities span the borders of fashion, culture, and "ordinary life".