The brand "MLVINCE," which started in the autumn of 2020, hides a distinctive logo on all its products. Regardless of age or gender, it offers a new standard called "NEW STANDARD," which is simple yet unique in color and silhouette, and of high quality at an affordable price. MLVINCE is a coined word that combines "MELT" (to melt) and "VINCE" (to conquer, to win). Through fashion creation, it entices people into a sweet world. While it represents an act of conquering, in the modern consumer society, MLVINCE aims to achieve victory over that mundane world with the allure of sweetness as its concept.