Fragrance house

bgm

bgm was launched in 2023 by FITS Corporation together with EXILE TAKAHIRO, with its first standard fragrances scheduled for general release on December 8 that year. TAKAHIRO served as the brand’s fragrance producer and helped shape its creative direction. Its name expresses a design idea in which scent accompanies everyday life like background music, while the launch collection focused on light, gentle, broadly wearable fragrances built around white musk. That concept also appeared in coded names and personal imagery: No.041 referenced “SEA,” No.003 “SUN,” and No.087 the Hawaiian word “Ohana.” In April 2024, bgm introduced the limited No.010 aquatic-musk fragrance in connection with TAKAHIRO’s tour. The 2025 bgm EXILE EDITION linked No.371×3 R to EXILE’s “Rising Sun,” with TAKAHIRO participating in scent development and supervising the bottle design. FITS later announced that production would end and sales would conclude on April 30, 2026, with remaining stock sold until depleted.