NCT’s Yuta has officially stepped into the world of entrepreneurship with the launch of his self-produced fine jewelry brand, UnBave (アンベイヴ), marking a significant milestone for the NCT member and SM Entertainment artist.
Announced during the finale of his Japan solo tour “PERSONA” at Nippon Budokan in January 2026, UnBave made its official debut on February 17, 2026. The brand is produced entirely by Yuta (Nakamoto Yuta), who has long been recognized for his sharp fashion sense, influence in style circles (including features in Forbes Japan), and personal affinity for accessories. This makes him the first NCT member to found and release his own jewelry line—not as a brand ambassador, but as the creative force behind it—and reportedly the only current SM artist with a personal brand of this kind.
The name UnBave cleverly combines “unbound” (or unbound wave) with evoking freedom, drawing heavy inspiration from butterflies ()—a recurring motif in Yuta’s personal imagery and fan culture. The brand’s core message centers on liberating one’s true self, breaking free from stereotypes, and embracing individuality. Yuta has described the pieces as items that help wearers “feel free and be themselves,” even in small ways, serving as a gentle companion for moments of fluctuation or self-doubt.
The debut collection features delicate, elegant fine jewelry with a refined yet glamorous aesthetic that aligns closely with Yuta’s signature style. The Butterfly-inspired designs, appearing in pendants, clasps, adjustable parts, and decorative elements. The materials include SV925 silver (a high-quality sterling silver standard used by luxury houses like Tiffany & Co., Hermès, and Cartier), with some brass options for variety.
Fans have praised the attention to detail, such as one-handed adjustable clasps and playful, customizable features that encourage personal expression. Launch and Availability. Pre-orders launched via the official website at https://unbave.jp, which are open until February 26. Global shipping options are available. Early buyers receive special bonuses like exclusive jewelry boxes or event perks.
Website: https://unbave.jp
Instagram: @unbave_official
