Seto is a design label created by Keita and Naoyo Seto, a husband wife team . We started on September 9, 1999. (a.k.a. 9brand)

Working from the idea that we can all learn from living things, we have created a line of products which mimic shapes, patterns and functions found in nature. Our product line includes bags mimicking living thing, educational toys, interior products, graphic designs, and so on. Additionally, Through our works, the ideas are always derived from animism. So you can feel something like oriental thoughts.

One of our main work is the creature bags which mimic shapes, patterns and functions found in nature. Their functions are likend to the actions of real living things in nature, such as eating, hangging, moving...They will follow you wherever you go, and will be the best partner of your family. We are aiming to design products which can be use by people, including young, old, men and women.

Seto's products are available through the our original online store (only for Japan), pinkoi (for outside Japan), at our studio & shop in Kamakura city, close to Tokyo, or several dealers.

Also, we create designs with other companies to extend our thought .

We ship our products abroad, but several countries below, Canada, United Kingdom, Australia, Macau, Singapore, United States, Malaysia, Taiwan, Hong Kong.