Fig & Viper was Arisa Ueno's brand — three years after she left, it ended

Fig & Viper launched in September 2011 as the brand of Arisa Ueno — a 'neogal' style icon who started it as creative director and designer while in her third year of university. It sold affordable fashion for women in their teens and twenties, most items priced around ¥3,000 to ¥5,000, and grew with her audience: by 2014 it ran six stores, including the Shibuya 109 shop that opened in February 2012.

After the brand's tenth anniversary in 2021, Ueno spent two years thinking about a handover, and on 15 July 2022 she graduated from the producer role after eleven years, saying she wanted to find her own footing in her thirties. The brand promised to continue. Instead it shrank: the last physical store — Shibuya 109 — closed at the end of February 2025 after thirteen years, and on 4 August 2025 the brand announced it would end, with official-site and ZOZOTOWN sales stopping at the close of August, in its fourteenth year.

The farewell, posted on the official Instagram, gave no reason — only thanks to customers and staff for fourteen years of support. What ended was a personality brand in the literal sense: built on one person's taste and following, it survived her departure by three years.