About Kawaii Labels
Labels as cute asthey are tough.
Designed in Tokyo, made for your family’s everyday. Water-resistant, washable name labels made for real life — and still look adorable doing it.
594k+
Items shipped in 2025
Over 594,000 name labels and stamps shipped to families in 2025.* Each product is designed and printed in our studio in Japan and made to stay readable through daycare drop-offs, the dishwasher, and everyday laundry.*Combined total of name labels and stamps shipped (Jan–Dec 2025).
Flat-rate $7
From Japan · tracked air shipping
15 yrs
Designed in Tokyo since 2011, made in Japan
Personalizing everyday items in Japan — every label and stamp printed in our own studio.
What we make
Four ways to put a name on everything.
Water-resistant labels, tag labels, clothing labels and a name stamp — designed in Tokyo and made in Japan for everyday school life.
Water-Resistant LabelsTag LabelsClothing LabelsName Stamp
Water-Resistant Labels
Bottles, lunchboxes and cups — made to stay readable through water and the dishwasher.
Tag Labels
Stick cleanly onto bag and clothing care tags in seconds.
Clothing Labels
No iron, no sewing — peel and press onto fabric.
Name Stamp
One press names paper, tags and everyday gear.
School Set
Clothing, tag and water-resistant labels in one matching design — 96 pieces to name the whole school year.
Complete Set
School Set plus a personalized name stamp — 133 pieces that cover every item, flat or 3D.
Both sets also come in cotton
Soft woven cotton for clothing in place of our strong-grip Clothing Labels — pressed onto the care tag with a finger, no iron, and gentle against the skin.
Why families choose us
Ready for everything.
Names stay readable through water and soap, designed to stay put through the dishwasher and everyday laundry — no iron, no sewing, all designed in Tokyo.
Care
Water-Resistant
Bottles, cups, and the bottom of the bath toy bin — names stay readable through water and soap.
Care
Washable
Top rack, bottom rack — designed to resist lifting and fading through the dishwasher.
Care
Made for laundry
No iron, no sewing — designed to stay attached through everyday laundry.
Care
Lunchbox ready
From lunchbox to leftovers — designed to resist peeling through everyday use.
Design
Design in TOKYO
Our design team sketches each character and layout from scratch in our Tokyo studio — over 400 originals, and counting. No stock clip-art, no templates: just playful, considered designs made to feel like your child’s own.
- 400+
- original designs
- Since 2016
- naming families
How it’s made
The way a Japanese studio does it.
Design, print, cut, and check — every sheet passes through four careful steps in our studio in Japan before it’s packed and shipped to your door.
- 01
Designed
Original characters and layouts drawn in-studio.
- 02
Printed
Color-matched and laminated for a water-resistant finish.
- 03
Checked by hand
Every sheet inspected before it leaves us.
- 04
Shipped to you
Packed with care and flown from Japan to your door.
Materials & craft
Made to be trusted, down to the ink.
We obsess over what actually touches your child’s things — the adhesive, the film, the ink. Every label is designed and finished in Japan to stay put, stay readable, and look good doing it.
- Laminated, water-resistant finish
- No iron, no sewing
- Strong adhesive hold
- Made in Japan
Company outline
The studio on paper.
Kawaii Labels is the direct-to-family brand of LESTAS Co., Ltd. — a Japan-based e-commerce studio specialized in personalized goods.
Visit the corporate site- Legal name
- LESTAS Co., Ltd.
- Founded
- June 2011
- Capital
- ¥14,966,000
- Representative
- Shin Owaki, Founder & CEO
- Headquarters
- Sumitomo Nakanoshima Bldg. 4F, 3-2-18 Nakanoshima, Kita-ku, Osaka 530-0005, Japan
- Business
- Planning, development and operation of e-commerce that produces and sells made-to-order, personalized products.
Our story
From 2011 to families worldwide.
A small Japan atelier that grew into LESTAS Co., Ltd. — fifteen years of obsessing over personalization, and the milestones that reached over 594,000 items shipped in 2025.
The Kawaii Labels studio
Made by LESTAS Co., Ltd.The beginning
2011: Founded in Japan
Founded in Kyomachibori, Osaka as a small personalized-goods e-commerce studio — the beginning of LESTAS.
For families
2016: First family label line
We launch Onamae Seal Seisakusho, bringing made-for-families name labels to everyday school and daycare life.
LESTAS Co., Ltd.
2019: Became LESTAS
Renamed to LESTAS Co., Ltd. and moved our headquarters to Nakanoshima, Osaka — growing into multi-site studios with in-house print.
Overseas
2026: Kawaii Labels goes global
Kawaii Labels launches overseas, shipping from Japan to families across the United States.
Designed in Tokyo · Made in Japan
A name for every kid.
Pick a style, type their name, and make it unmistakably theirs — crafted in our studio in Japan.
Emma S.Noah K.Mia T.Leo H.Aria M.Yuki S.
Ready to name everything? Start with your first set.
