Susumu Ai in english "continuous love" stands for love, not only the love of fashion, but also the passing on of love from generation to generation or love of culture. They produce Japanese cuts and patterns fashionably for everyday use, but tradition and craftsmanship are not seen as a trend, but as a timeless style. Due to their attention to detail and craftsmanship, every single item of clothing is valued and made to order with great care.