RICE NINE TEN is a Japanese menswear label founded in 2017 by Shohei Kimura, following his early fashion experience working in New York City—including roles at Pleasure Principle and launching a women’s label . The name reflects an ethos of expression and aesthetic—drawing from the legacy of kabukimono, Japanese cultural rebels—and Kimura’s vision of intuitive design and distinct identity .

The brand elevates traditional athletic and collegiate styles—hand‑knitted rugby shirts, soccer jerseys, relaxed trousers—infused with meticulous craftsmanship and a rich knitwear heritage . RICE NINE TEN balances nostalgia and innovation, offering pieces that feel timeless yet fresh—wearable narratives shaped by artisan techniques and a refined Japanese sensibility.