The Brand

Koyono is about allowing individuals to "untether."  Times have changed and no longer does one have to exist in a cubicle working their brains out for something they do not believe it.  With technology (gadgetry) and the internet, people can do what they want for a living from anywhere.

Koyono has grown organically from the input and involvement of untethered individuals who like breaking from convention.  We offer lifestyle apparel and accessories that allow people to untether with simplicity, ease and good design in mind.

Click here to read more on untethering.

Company History

Koyono incorporated in the State of Ohio, USA in 2000 when the company began to explore the changing habits and lifestyles of professional adults. The company's primary goal was to create a new brand of apparel and accessories for the "Mobile Professional." Being able to transport and easily use the things that allow these people to “stay connected” (i.e. cell phone, PDAs, laptop computers), while looking good, was an opportunity Koyono set out to exploit.

In February of 2003, Koyono successfully launched its flagship line of outerwear, The BlackCoat™, at the Chicago Collective and Las Vegas Magic Show. The company quickly authorized 30+ retailers in Japan and the US to sell the BlackCoat line, and launched internet sales through Koyono.com and Amazon.com.

As sales expanded to 8 countries, the company noticed a common link between many of its customers - they were creative, knowledgeable and entrepreneurial. Importantly, they were untethered, or aspired to untether themselves from the 9-5 rat race. At the same time, the company struggled to maintain passion around a brand for "Mobile Professionals." The lifestyle appeal for this group did not seem to resonate the image Koyono sought. It was time to refine the brand."

It did not take long for the light bulb to go off and the "untethered" brand identity was born. People wanted more than products that simply helped them be a "Mobile Professional;" they wanted an aspirational brand that identified with breaking from conventional ways of working and doing thing.  Not only does a product have to be designed well for use, but it can capture the imagination of people by communicating how they wanted to feel - untethered.  Public buy-in was evident, highlighted by MTV's request to include The BlackCoat in the celebrity gift bag program for the 2004 MTV Movie Awards and VH1 Hip-Hop Honors.

Koyono continues to expand its products and service offering and looks forward to continuing to find innovative ways to meet the lifestyle needs of those who want to untether and appreciate good design.