The brand name "Lamrof" was inspired by the backwards spelling of the word "Formal" that was popular among African-American jazz musicians in the 1940s, and is a reversed version of the word. In line with the concept of "wearing formal attire in an ideologically polar opposite manner," the brand develops collections that are not biased toward modern trends, but instead pay tribute to the history and culture of African-Americans, which have had a huge impact on the world from the past to the present.