Identity
The me I want to be — I create her.
My true self.
The self I want to show.
It is always me who shapes who I am.
Because I am the one and only “me” in this world,
not for anyone else, but for myself,
I carve out, with my own hands,
a life of hundreds of “the me I want to be.”
To find myself, and to shine as only I can.
Concept
The name “stina” comes from the Russian word “stsena,” meaning “stage,”
and carries the image of “i” — me — shining at the very center of the stage.
Lessons and rehearsals are where I can express myself to the fullest.
So that tomorrow’s me shines brighter than today’s,
each day’s accumulated effort always leads to the stage.
The one who stands on that stage is no one else but me.
stina values a way of life built on self-producing,
and embodies an elegant, grown-up “otona-kawaii” style.
CEO & director
Sayuri Kubota久保田 小百合
Born in Fukuoka Prefecture. She began ballet at the age of seven and, after graduating from high school, studied at the Moscow State Academy of Choreography (Bolshoi) in Russia. On returning to Japan she joined the Star Dancers Ballet, performing on countless stages as a professional ballerina for more than 15 years. At 28, while still an active professional ballerina, she became the first in Japan to launch a leotard brand, founding “stina,” the country’s first semi-custom brand of patterned leotards, under the concept of “otona-kawaii” (grown-up cute). In a Japanese ballet world where plain leotards had been the norm, she introduced the new value of patterned leotards made from original fabrics, and the style has since spread widely. As the pioneer of patterned leotards, stina has grown into a brand loved by many dancers. Today, as CEO / Director of stina Inc., she leads the brand while working to spread ballet culture into society through lifestyle and community. A mother of one, she is also a founder who embodies diverse ways of living for women and the art of self-producing.
OUR STORY
Founding of stina
Active professional ballerina Sayuri Kubota founds stina.
Launching Japan’s first semi-custom brand of patterned leotards, the debut of a brand by an active ballerina attracts wide attention.
The original “Red Tulip” textile, the brand’s point of origin, is unveiled.
Together with the ribbon logo drawn by the Director, it becomes an icon that still symbolizes stina today.
The logo wins a design award.
Rapid growth as an e-commerce brand
Launches its own online store.
For about two to three years after launch, each release of 400 pieces sells out in about one minute.
Ranks No. 1 in the “Dance” category of the Ameba Blog rankings.
The first POP-UP STORE
Holds the brand’s first pop-up event.
Expanding from an online brand to real-world brand experiences.
Original fabric development begins
Full-scale development of original textiles begins.
Unveils the 1st Original Fabric, “Blue Rose.”
Builds its own proprietary e-commerce system, realizing a semi-custom order system that can be freely customized online.
Kids & Girl line launched
Launches the Kids & Girl line for the junior generation.
Director's Line begins
Launches Director's Line.
Introduced as a collection that expresses the brand’s world more deeply, expanding sales channels.
Collaborations
Releases a collaboration bag with Manoutil.
Keeping ballet going through the pandemic
Streams online ballet lessons by Director Sayuri Kubota.
Launches its first Workout line.
Starts the Muse program, welcoming Ayako Ono for the 20AW collection “cold snow white.”
Opens a YouTube channel.
Donates Candymask sales to a COVID-19 relief fund.
Supports the performing arts as a corporate supporter of Hearts for Artists.
Toward collections
that define the brand
Welcomes Fumi Kaneko as Muse and unveils the 21AW collection “GAIA.”
The original fabric “tweed” records the highest sales in the brand’s history and becomes a legend fabric.
Carries out the BLACK stina project.
The brand’s 10th anniversary
Holds the first-ever pop-up store by a ballet brand at Isetan Shinjuku.
Pop-up at Nagoya Takashimaya.
Launches “STINA closet.”
Holds “stina LAND.”
Unveils “I am…” with Ms. Takada and Ayako Ono as double Muses.
Expanding nationwide
Pop-up at Isetan Shinjuku.
The first Kansai pop-up at Hankyu Umeda Main Store.
Becoming a lifestyle brand
Pop-ups at Hankyu Umeda Main Store and JR Nagoya Takashimaya.
Releases a collaboration with Chikazawa Lace.
Launches MoRea.
Starts the “My First Ballet” workshop.
Beyond the boundaries of ballet
Releases a collaboration with familiar (approx. 40,000 entries in total).
Pop-up at Hankyu Umeda Main Store.
Sponsors a performance at EXPO 2025 Osaka, Kansai, Japan, and exhibits leotards.
Launches Retune.stina, expanding into lifestyle under the theme “Leave room in your life.”
To the next stage
The 26SS Eden Collection “Celestial” becomes a legend fabric.
Achieves record-high sales at the Isetan Shinjuku pop-up.
Opens an adult ballet club and children’s ballet classes.
Brand Message
A challenge that began in 2012 with a single leotard.
Starting from ballet, extending to fashion, lifestyle, and life itself.
stina will keep creating new culture, guided by the belief: “The me I want to be — I create her.”
Our Brand
＜stina＞
A Ballet Lifestyle Brand
Centered on ballet, we bring each person’s “the me I want to be” to life through fashion, lifestyle, and community.
＜Retune.stina＞
A Wellness Lifestyle Brand
MODE / EMO / HEALTHY / NEUTRAL
“Leave room in your life.”
A neutral line for wearing the moment when breath, sound, and bodily sensation melt into one.
Every day, we live amid countless sounds and emotions.
Before being swallowed up by busyness,
if we could take just a little time to “tune” —
we tune the body as we would tune a sound,
and wear our clothes as if embracing our emotions.
＜stina closet＞
Dress for the Theatre.
Clothes to wear to the theatre.
Dancers shine because there are people who come to watch them.
Those who dance, and those who watch —
they are always two sides of the same coin.
“Because I have this outfit, I want to go to the theatre.”
Elegant and classical,
formal, yet with a touch of playfulness and femininity —
a wardrobe that beautifully adorns each step toward the theatre.
＜MoR♡ea＞
More Sea. More Love.
For Little Dreamers.
A swim line that cherishes children’s honest curiosity
and their love for the Earth.
“I want to try more.”
“I want to love it even more.”
A collection that nurtures that little spirit of adventure.
company identity
Connecting ballet and society.
STiNA Inc. aims for the art of ballet to take root in Japan and to be passed on to the future as culture.
Our founder, Sayuri Kubota, experienced the Great East Japan Earthquake in a theatre while performing as an active professional ballerina.
What she felt keenly through that experience was the distance between ballet and society.
The performing arts have the power to move people’s hearts, yet their points of contact with society are still few.
That is why we want to bring ballet closer to people, and further into everyday life, from the new perspective of apparel.
Because there are those who dance, there are those who watch.
Because there are those who watch, culture and the arts grow.
More people going to the theatre.
Creating a future in which ballet dancing is recognized by society as a profession, and dancers can keep holding on to their dreams.
And a future in which ballet dancers take pride as members of society and can expand their own potential.
That is the future we aim for.
STiNA Inc. is a ballet life-culture company that, starting from ballet, nurtures people’s Life and Culture.
stina, for those who dance.
Retune.stina, to bring balance to daily life.
stina closet, to nurture theatre culture.
MoR♥ea, connecting to the children of the future.
Through our four brands, we turn a life with ballet into culture.
STiNA Inc. will continue to be a bridge between ballet and society, staying close to people and their lives while creating the future of ballet culture.