On Wednesday, Japanese casual apparel retailer Mac House announced that shareholders approved a name change to Gyet Co., Ltd., indicating a strategic shift towards crypto and digital assets.
The move highlights a broader corporate plan, centering on cryptocurrencies, blockchain and artificial intelligence. This reflects the company’s ambition to launch a global Bitcoin finance program and has attracted attention from both national and international observers.
“Not” and its global importance
Gyet’s revised corporate charter introduces a wide range of digital initiatives and adds cryptocurrency acquisition, trading, management and payment services. The new goals also cover research into crypto mining, staking, lending, yield agriculture and blockchain system development, NFT-related projects, and generation AI and data center operations. These changes demonstrate the clear intention to diversify beyond apparel and position the company within the global technology and financial sector.
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The rebranding reflects Gyet’s purpose to operate with a broader international outlook. The new name conveys three concepts: “Non-growth,” “Non-global,” and “generating,” indicating the desire to create technology-driven value for future generations while expanding beyond the Japanese domestic market.
Bitcoin purchases and mining
Gyet declared its digital asset ambitions in June 2025 and signed a basic cooperation agreement with mining company Zerofield in July. The company has since launched a $11.6 million Bitcoin acquisition program, testing mining operations in US states such as Texas and Georgia, where electricity costs are relatively low. The goal of holding over 1,000 BTC is modest worldwide, but the model (finance for mining through purchases and retail cash flow) is a rare occurrence in the apparel business.
In Japan, Gyet follows companies such as Hotta Marusho and Kitabo, and is also diversifying into cryptocurrency activities that differ from their original business. The move will accelerate corporate Bitcoin holdings as a financial strategy, attracting interest from Japanese companies in overseas mining ventures, and reducing perceived barriers for non-technical companies exploring Web3 or AI projects.
Hybrid Data Model: Traditional Commercial Transactions Meet Digital Asset Management
Gyet plans to expand its Bitcoin reserve through both direct purchases and mining, expanding its business portfolio in pursuit of AI-based services and potential acquisitions. The company will combine the presence of national retail with new digital technologies to create a hybrid model of traditional commercial and cryptocurrency management.
To support the expansion, Gyet has increased its certified shares from 31 million to 90 million, increasing the flexibility of future financing and capital planning.
