Auralee is a Tokyo label founded in 2015 by Ryota Iwai, known for developing its own fabrics and yarns and for soft, muted clothing that feels luxurious rather than looks it.
Auralee develops much of its fabric from scratch with Japanese mills — super-fine wool, cashmere-silk blends, washed cotton — and lets that fabric do the talking in simple shapes. It is a favourite among people who care more about the hand of a garment than the label in it.
What is Auralee known for?
- Super-fine wool knitwear
- Washed finx cotton shirts
- Light coats
Key materials: super-fine wool, cashmere-silk, finx cotton. Categories we cover: knitwear, basics, outerwear.
Is Auralee quiet luxury?
Yes. Auralee is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
On our Quiet Luxury Index, Auralee scores 92 out of 100:
How much does Auralee cost?
Knitwear roughly $400–$800. Auralee sits in our Luxury tier: designer quality and restraint, a step below the summit on price. Prices are approximate US retail and vary by region and season.
What should you watch out for?
Limited stockists outside Japan; sizes run in numbers (3, 4, 5) rather than S–L.
Is Auralee on Instagram?
Yes. Auralee’s official account is @auralee_tokyo, with 642,000 followers and 1,233 posts as of October 2026, ranking it #20 of 39 quiet luxury brands we track.
What do reviewers say about Auralee?
The most-watched independent YouTube reviews and explainers on Auralee:
Auralee on TikTok
Which brands are similar to Auralee?
Lemaire (Luxury, Index 87). A Parisian equivalent with the same muted calm.
Studio Nicholson (Premium, Index 86). Fabric-led design from London.
Uniqlo (Accessible, Index 76). Uniqlo’s premium fabrics offer an accessible taste of Japanese textile innovation.
Auralee at a glance
| Founded | 2015 |
|---|---|
| Founders | Ryota Iwai |
| Based in | Tokyo, Japan |
| For | Men, Women |
| Price tier | Luxury |
| Index score | 92 / 100 |
| Official site | auralee.jp |
Frequently asked questions
What is Auralee known for?
Auralee is known for Super-fine wool knitwear, Washed finx cotton shirts and Light coats. Auralee is a Tokyo label founded in 2015 by Ryota Iwai, known for developing its own fabrics and yarns and for soft, muted clothing that feels luxurious rather than looks it.
Is Auralee quiet luxury?
Yes. Auralee is one of the clearest examples of quiet luxury: its core products carry no visible branding, and their value lies in materials and construction.
Where is Auralee from?
Auralee is based in Tokyo, Japan, and was founded in 2015 by Ryota Iwai.
How much does Auralee cost?
Approximate prices: Knitwear roughly $400–$800. Prices vary by region and season.
How many Instagram followers does Auralee have?
Auralee’s official Instagram account, @auralee_tokyo, had 642,000 followers as of October 2026.
What brands are similar to Auralee?
Brands similar to Auralee include Lemaire, Studio Nicholson and Uniqlo. A Parisian equivalent with the same muted calm.