Announced details
Street fashion, apparel, miscellaneous goods and collaborations with entertainment works
Season 2 of “Love Joto” ranked No. 1 on Netflix Japan's weekly Top 10 for six consecutive weeks and also entered the weekly global Top 10 for non-English series for six consecutive weeks.
A collaboration between 9090 and 9090girl, operated by yutori subsidiary YZ, and Season 2 of the Netflix reality series “Love Joto.”
Netflix reality series about men and women who have lived as outcasts from society, sharing a school residence for 14 days while pursuing love. Season 2 is set in Okinawa and features a total of 22 participants.
9090 stores: Tokyo, Shinjuku, Yokohama, Tokyo BAY, Kanazawa, Osaka, Nagoya, Fukuoka, Sapporo, Shiga, Kurashiki, Karuizawa and Koshigaya. Individual locations of 9090girl stores: Not disclosed.
9090 products: ¥1,500, ¥1,900, ¥2,500, ¥9,900, ¥14,900, ¥24,900 and ¥29,900, depending on the product. 9090girl products: ¥1,500, ¥6,900, ¥9,900, ¥11,900, ¥12,900 and ¥13,900. All prices include tax; some items do not specify this.
The company does not address Contract Value / Impact on Business Performance.
Netflix Japan's weekly Top 10; weekly global Top 10 for non-English series
| Item | Details |
|---|---|
| Names of Products / Services Covered | 9090, 9090girl, 9090 × Love Joto collaboration items, 9090girl × Love Joto collaboration items |
| Counterparty | Netflix reality series “Love Joto” Season 2 |
| Counterparty overview | Netflix reality series about men and women who have lived as outcasts from society, sharing a school residence for 14 days while pursuing love. Season 2 is set in Okinawa and features a total of 22 participants. |
| Relationship with the Company | A collaboration between 9090 and 9090girl, operated by yutori subsidiary YZ, and Season 2 of the Netflix reality series “Love Joto.” |
| Offering price | 9090 products: ¥1,500, ¥1,900, ¥2,500, ¥9,900, ¥14,900, ¥24,900 and ¥29,900, depending on the product. 9090girl products: ¥1,500, ¥6,900, ¥9,900, ¥11,900, ¥12,900 and ¥13,900. All prices include tax; some items do not specify this. |
| Launch date | Online sales: 21:00 on 16 October 2026 (Friday), scheduled. In-store sales: 17 October 2026 (Saturday), scheduled. |
| Applicable area | Street fashion, apparel, miscellaneous goods and collaborations with entertainment works |
| Location | 9090 stores: Tokyo, Shinjuku, Yokohama, Tokyo BAY, Kanazawa, Osaka, Nagoya, Fukuoka, Sapporo, Shiga, Kurashiki, Karuizawa and Koshigaya. Individual locations of 9090girl stores: Not disclosed. |
| Location scale | 9090 has 14 stores. Across yutori, there were 62 physical stores nationwide as of August 2026. |
| Usage history | Season 2 of “Love Joto” ranked No. 1 on Netflix Japan's weekly Top 10 for six consecutive weeks and also entered the weekly global Top 10 for non-English series for six consecutive weeks. |
| Source | Netflix Japan's weekly Top 10; weekly global Top 10 for non-English series |
Items this document does not state (7)
These are items the company does not state in this document. We do not leave them blank, nor fill them in from other sources or by inference.
The reasons the company gives
The company's own explanation, not something inferred from the numbers.The products incorporate the world of “Love Joto” into the street styles of 9090 and 9090girl, combining the show's graphics and motifs with the brands' designs.