United Arrows has announced that Beauty & Youth United Arrows will become the exclusive retail partner for ER starting with the spring/summer 2026 season. The label is directed by Emma and Rino Nakamura, whose long-standing creative partnership forms the foundation of the project.

Launched in 2022, ER has drawn attention for its instinctive balance of sensitivity and wearability. Rather than chasing trend-driven statements, the brand focuses on clothes that feel personal and unforced, shaped by the everyday perspectives of its two directors. Their shared history dates back over a decade to their time studying fashion together, a relationship that has since evolved through years of working as model and stylist.

By joining Beauty & Youth’s lineup, ER enters a new phase that combines its independent worldview with United Arrows’ established planning and retail expertise. The partnership is positioned as part of a broader effort to engage a new generation of customers through brands that resonate on a more personal level, without narrowing expression by age or gender.

For emma and Nakamura, the move represents both continuity and change. ER remains rooted in the idea of creating “something that feels like it was missing,” while expanding its reach to a wider audience. As the brand steps into this new chapter, the focus stays firmly on clothes meant to be worn freely—pieces that can quietly become someone’s starting point for self-expression.