EEL Products means EEL <Easy Earl Life> Products. The EEL Products brand started in the autumn and winter of 2003. The brand concept is ""to strengthen and extend the basic clothing, and create EEL's unique clothing and brand culture"". The brand flagship store is currently located in Nakameguro and Goppongi, Tokyo, Japan.

EEL Products explores interesting details from the unique perspectives of the two designers, with the concept of ""unchanging good, changing beauty"", and constantly looks for unchanging things, changes them and uses details to embellish and achieve sustainable and beautiful things and products.