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.