On Wednesday, the Japanese casual apparel brand Mac House revealed that shareholders have voted to change its name to Gyet Co., Ltd., marking a strategic pivot towards cryptocurrency and digital assets.
This decision underscores a comprehensive corporate strategy aimed at cryptocurrency, blockchain, and artificial intelligence. It signifies the company’s goal to establish a global Bitcoin treasury program, attracting attention from both local and international stakeholders.
“Yet” and Its Global Significance
Gyet’s revised corporate charter integrates extensive digital initiatives, encompassing cryptocurrency acquisition, trading, management, and payment solutions. The new vision extends to crypto mining, staking, lending, yield farming, and the development of blockchain systems, alongside NFT projects and research in generative AI and data center operations. These modifications reveal a decisive intent to branch out beyond apparel and embed the company within the global technology and finance landscape.
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The rebranding indicates Gyet’s ambition to embrace a more global perspective. Its new name embodies three ideas: “Growth Yet,” “Global Yet,” and “Generation Yet,” reflecting a commitment to create tech-driven value for future generations while expanding past Japan’s local market.
Bitcoin Purchasing and Mining
Gyet articulated its digital asset goals in June 2025 and entered a foundational cooperation agreement with mining company Zerofield in July. The firm has initiated a $11.6 million Bitcoin acquisition program and is experimenting with mining operations in US states like Texas and Georgia, where electricity is more affordable. Aiming to hold over 1,000 BTC, its approach is modest by global standards, yet funding acquisitions and mining through retail cash flow is atypical for an apparel company.
In Japan, Gyet joins firms like Hotta Marusho and Kitabo, which have also ventured into cryptocurrency activities separate from their traditional operations. This shift may hasten the accumulation of corporate Bitcoin holdings as a financial tactic, incite interest in overseas mining endeavors among Japanese firms, and lower perceived obstacles for non-tech companies interested in Web3 or AI initiatives.
Hybrid DAT Model: Traditional Commerce Meets Digital Asset Management
Gyet intends to enhance its Bitcoin holdings through both direct purchases and mining, while also pursuing AI-driven services and potential acquisitions to enrich its business lineup. The plan is to merge its nationwide retail presence with developing digital technologies to establish a hybrid model of classic commerce and cryptocurrency management.
To facilitate growth, Gyet increased its authorized shares from 31 million to 90 million, providing enhanced flexibility for upcoming financing and capital strategies.
