Forget-me-nots is a select shop for apparel and sneakers that started in 2021 with its first store in Daikanyama, Tokyo. Based on the concept of “Street is beautiful, Sneaker is elegant,” it expresses street style and the independent beauty of women through its styles. The apparel lineup is extensive, ranging from up-and-coming domestic and international brands to its original line, and it features a large selection of notable sneakers.

The brand name Forget-me-nots is the English name for 'wasurenagusa' (forget-me-not flower), and it likens the independent women living in modern society to a flower.