Human Made Co., Ltd. has announced the debut of Buffer, a new brand by Creative Director Tetsu Nishiyama that aims to connect diverse cultures across generations. Conceived as a cultural “buffer” or “blank space,” the brand seeks to transmit the history and context of 1980s and 1990s US culture to a new era of youth. The first collection, launching April 25, 2026, features four T-shirt designs alongside an assortment of souvenir goods. The collection introduces the brand’s mascot, Buffy, a rabbit character inspired by the world of Alice in Wonderland. Buffer’s apparel utilizes original bodies that reference classic fits from the 1980s to the early 2000s, while souvenir items like pins and air fresheners capture the unpretentious atmosphere of 1990s American gift shops. To ensure the culture remains accessible to high school students, the brand has set its T-shirt pricing at 6,600 yen, mirroring the price points of the late 20th century.

The launch includes two distinct physical locations in Tokyo. The flagship Buffer Store will open in Shibuya’s Jinnan area on April 25, featuring permanent corners curated by vintage magazine specialist Magnif and cassette tape shop Waltz. Meanwhile, an installation space named Buffer_DELTA will open in Jingumae on April 10, serving as a creative core for rotating exhibits that communicate the brand’s worldview without engaging in retail.