About us

Co-founded by Hiroshi Fujiwara in 2009, retaW (the word, water, reversed) is a forward-thinking fragrance brand based in the upmarket Aoyama neighborhood of Tokyo.

Fujiwara wanted from its very beginnings a behind the scenes position, letting the expertly formulated fragrances and strong branding speak for itself.

The collection uniqueness stands into that each retaW fragrance is named after a particular musician or record that subtly correlates with the core ingredients of the scent.

Born in Ise, Mie, Hiroshi Fujiwara moved to Tokyo at eighteen and became a standout in the Harajuku street fashion scene and one of Japan's first hip hop DJs and is credited with popularizing the genre in Japan.

Hirosy however is globally influential streetwear designer known as the “Godfather” of the Ura-Harajuku fashion    and founder of the Japanese's fashion label Fragment design.

Along his fashion career he has been associated to brands with the likes of Nike, Burton, Levi’s, Stussy, Supreme, Converse, and Beats by Dre, as well as with artists like Takashi Murakami, KAWS and Eric Clapton.


The fragrances

Each fragrance is developed with the utmost care and sophistication to soothe your body and soul by creating a relaxing and natural atmosphere.

retaW body treatment products are formulated with the knowledge of the latest developments in skincare medicine to bring out the natural vitality of your skin, while carefully blended fragrances are designed to heal your mind and fill each moment with life coloured in scent.


Subscribe to our newsletter

Follow us