In autumn 1999 the idea of a hip young brand for cool girls was created. The target group was defined, the ICHI team carefully selected and consisted of young, vibrant and ambitious people, characterized by a sincere affection for young trendy fashion.
The name should reflect all this positive energy and high level of ambition. It should be a short name, easy to recognize and pronounce with a strong message. ICHI meaning no. 1 in Japanese, had all that and much more and so a new brand was born.