Brand

Brands are fashion-based company factions that separate items like Pins and Threads into their respective factions. Each brand has their own unique theme and style, as well as at least one dedicated store (with the exception of Hip Snake, Gatito and Unbranded items in TWEWY) located within the Districts of Shibuya.

In both The World Ends with You and NEO: The World Ends with You, twelve of the named brands are based on the animals of the Chinese Zodiac, with a thirteenth brand that represents the cat in the story of the Zodiac. The only exceptions are the Mithril Scale and Maiden Innocence brands from Live Remix, croaky panic and BLACK HONEY CHILI COOKIE from NEO, and the Unbranded in both games, which doesn't have a brand at all.

Brand Info

The World Ends with You

Brands with higher average BRV or cost requirements are intended for later perusal (either later in the main game or in post-story gameplay), but can sometimes be earned early on.

Name	Logo	Brand Style	Locations	Popular Psych	Notable Thread Stats	BRV
Mus Rattus		Simple and plain; standard clothing	104 Molco Shibukyu Main Store Cadoi City Shibu-Q Heads	Elemental Core Mediocre Damage, Multiple Hits	Combo/Puck-Pass Assist Very low BRV and prices	15.3
D+B		Fashionable or sexy; club wear	104 Molco	Piercing Pillar Psychokinesis D AoE-Control	Support Shiki High BRV, yet mediocre prices	82.8
Tigre Punks		Punk-wear and rock fashion memorabilia	Molco Dogenzaka	Velocity Tackle/Crash Vortex Saber Semi-High Damage by Dashing or at Point-Blank	Empower Offense Semi-low BRV, yet mediocre prices	41.7
Lapin Angelique		Gothic and very frilly	A-East Shibukyu Stationside	Tap or Tap-Target	Double-Edged "Blade" High BRV and mediocre prices	96.9
Dragon Couture		Artistic and flowing; Hong Kong fashion	Shibukyu Main Store	Pyrokinesis Artistic Names, Artistically Strong Abilities	Support Joshua Mediocre BRV along with semi-high prices	56.7
Hip Snake		Vintage "Hip"-clothing; 1970s and 1960s memorabilia	Shibukyu Stationside Dogenzaka 104 Cadoi City	Special-Psych Pins No Other Brand Has	Status infliction enhancers Semi-low BRV with low prices	40.4
Pegaso		Top-class and expensive; designer suits and formal wear	Shibu Dept. Store Shibu Dept. Store	Chess Pins Electric Royalty	High ability stats for high pay Mediocre BRV, but overly expensive prices	54.7
Sheep Heavenly		Cutesy and color-bright; kawaiisa	Molco Shibukyu Stationside 104 Cadoi City	Self-support Black Hole Support and Shield	Regenerate and Defend Mediocre BRV for low prices	58.8
Jupiter of the Monkey		Urban and Sportive; mainstream wear	Cat Street Shibukyu Stationside	Shockwave Unique Positive Psych Physical Attacks with Sharp Strikes	Support Neku Low BRV, with semi-low prices	30.0
Pavo Real		Accessories galore; jewelry of all sorts	Shibukyu Stationside Shibukyu Stationside Shibu Dept. Store	Passive Ability Psychs Good Stats to "Me", Bad Stats to Them	Useful Utility and Stats Semi-high BRV, with high prices	64.1
Natural Puppy		Clean and bright-colored	Cadoi City Cadoi City Shibukyu Stationside	Burst Rounds Entanglement Bursts of damage around and across the battlefield	Resist and Defend Mediocre BRV with semi-low prices	56.1
Wild Boar		Skater-boy and hip-hop	104 Udagawa Back Streets	Explosion Massive Hit Explosive Damage in one hit	Support Beat Low BRV with semi-high prices	31.0
Gatito		Specialized game-sponsor threads; all designed by CAT himself	Cat Street Other stores	Universal Ray Over the Top Darklit Planets Irregular Note Approaching Eden Separate They Lack, United They Surpass	High Power Stats Exclusively high BRV for exclusively high prices	212.5
Mithril Scale (Live Remix)		Monsters and mythical creatures.
Maiden Innocence (Live Remix)		Fantasy and fairy tales

NEO: The World Ends with You

Name	Logo	Brand Style	Locations	Popular Psych	Notable Thread Stats	Style
Top o' Topo		Cute and girly	104 Building TOKYU PLAZA	Grenade Launcher Laser Inferno
Joli bécot		Fashionable or sexy	104 Building Spain Hill	Massive Hit Meteor Strike Vehicular Assault
Tigre PUNKS		Punk-wear	TSUTAYA O-EAST	Heavy Slugger Heavy Slammer Healing Aura
Cony×Cony		Gothic and very frilly	TSUTAYA O-EAST	Dynamite Darts Piercing Pillar Patrol Rounds
RyuGu		Traditional Japanese and Summer Wear	Shibuya Hikarie	Trip Wire Spectral Swords Firestorm
garagara		Bohemian	TOWER RECORDS SHIBUYA	Time bomb Minefield
IL CAVALLO DEL RE		Fancy Formalwear	TOKYU PLAZA	Psychic Storm Circuit Breaker Psychic Shotgun
Shepherd House		Simple and Clean	Center Street West Exit Bus Terminal	Time Bomb Whirlwind Gale Force
Jupiter of the Monkey		Urban and Sportive	Cat Street	Shockwave Vulcan Uppercut Vortex Saber
MONOCROW		Monotone and Athleisure	Udagawa Backstreets	Lance Lunge Assassin Strike Grave Marker Trick Cards
NATURAL PUPPY		Clean and bright-colored	Spain Hill	Force Rounds Energy Rounds
HOG FANG		Preppy and College Americana	Cat Street Center Street	Protective Field Drift Tackle
Gatto Nero		Trendy and Fashionable	104 Building	Assorted
croaky panic		Costumes and Assorted Swag	Takeshita Street	Time bomb Homing Rockets Black Hole
BLACK HONEY CHILI COOKIE		Edgy avant-garde	Cat Street	None

Brand Popularity (TWEWY)

Each district ranks brands in order of popularity, which is affected through battle or by stores in that district. Pins receive damage buffs depending on the brand popularity, but threads do not.

While brand popularity is relatively random in each district, they are affected through two means: shop influence and battle influence.

Shop influence is the influence of shops within the district. If a brand is accessible through a store in that district, the popularity of that brand will usually find itself high. Especially if the main store of a certain brand is within that district, that shop's brand will be one of the more popular brands of the district. The player cannot change this factor.

The only way a player can affect the brand popularity of a district is through winning battles within that district while wearing pins and threads of that brand. After a few battles are won, the trends for that district will change based on the brands worn by the characters. Reapers will sometimes give out small missions that requires the player to change the popularity of a district through this method.

Bonuses are given to the most, second most, and third most popular brands' pins (x2.0 for Rank 1), while the least popular (rank 13) gets halved attack power. Other brands' ranks will be displayed, but their power will not be modified.

Trivia

• On a Chinese Zodiac wheel chart, each animal is on the opposite side from another. With this in mind, it can be theorized that certain brands oppose each other based on actual opposites of fashion taste and choice.
  • Mus Rattus (Humility) vs Pegaso (Luxury)
  • D+B (Seasoned and Experienced) vs Sheep Heavenly (Innocence)
  • Tigre Punks (Underground) vs Jupiter of the Monkey (Mainstream)
  • Lapin Angelique (Fancy Appearance) vs Pavo Real (Useful Functionality)
  • Dragon Couture (Extravagance) vs Natural Puppy (Simplicity)
  • Hip Snake (Antique/Old-School) vs Wild Boar (Contemporary/Novelty)
• In the Nintendo DS version of The World Ends with You, if in the 104 Building (district) area, the screen on the 104 building will display the most popular brand in the district on the top screen during battle. This will also apply to Scramble Crossing, displaying the most popular brand in the Crossing, not the one in the 104 area.

Brands

Brands in The World Ends with You D+B • Natural Puppy • Pavo Real • Mus Rattus • Jupiter of the Monkey • Hip Snake • Sheep Heavenly • Tigre Punks • Dragon Couture • Lapin Angelique • Pegaso • Wild Boar • Gatito • Unbranded Brands in The World Ends with You -Live Remix- Maiden Innocence • Mithril Scale Brands in NEO: The World Ends with You Top o' Topo • Joli bécot • Tigre Punks • Cony×Cony • RyuGu • garagara • Il Cavallo Del Re • Shepherd House • Jupiter of the Monkey • Monocrow • Natural Puppy • Hog Fang • Gatto Nero • Croaky Panic • Black Honey Chili Cookie • Unbranded