People always have to look forward, but when it comes to Japanese fashion, we find that everyone's eyes still stay in the past.

Just like Frank asks which Japanese clothing brand do you like now? I believe that there will be eight or nine out of ten people, and immediately blurt out: "CdG, undercover, Issey Miyake ..." After counting, all I can say is these old-timers.

(Photo: ins @ ndjolijean)

It may also be that the influence of the old-timers is too great, representing an era of Japanese fashion. In this way, the current young trendsetters are caught in an embarrassing situation where they only know the old brand names and don't know the new ones.

(Photo: AURALEE)

In fact, there are many good emerging brands in Japan in recent years. Some works by brands such as AURALEE, doublet and Sillage have also caused quite a stir in the fashion circle. Now some of them have begun to emerge, and some have even become popular spicy chickens in the circle.

(Photo: Sillage)

But the protagonist Frank wants to talk about in this issue is not a well-known brand. What I want to share with you today are some small Japanese clothing brands that not many people know. Perhaps there are "Rei Kawakubo of the future" and "yohji yamamoto of the next generation". Haha, this is just Frank's personal guess. Okay, let's get down to business.

#0 1 Stan

Modern people like the combination of "less is more" and wear simple clothes, so as to show their distinctive personal style.

(Photo: ins@ssstein_design)

Stein, a clothing brand founded by designer Kiichiro Asakawa in 20 17, has gained a group of followers through its minimalist style for many years. The brand follows the design concept of "starting from scratch", removes too much decoration, pays attention to details and clothes texture, and creates simple and comfortable daily clothes.

(Photo: ins@ssstein_design)

Stein creates from a male perspective, but the final visual image is mostly displayed through female images. In this way, I can express that the clothes I designed are not divided into men and women, and can make all kinds of people feel comfortable to wear.

(Photo: ins@ssstein_design)

(Photo: ins@ssstein_design)

From the 2020 FW LOOKBOOK released by Stein earlier, we can see that one person, one wall and one suit, without too many shapes, presents the purity of design with a real appearance.

(Photo: ins@ssstein_design)

#02 yoke

There is no time limit for classics. No matter how many years have passed, they are as comfortable and secure as when they were first owned. The clothing brand YOKE was founded on 20 18, and its designer Temple Tong used YOKE as the connection point between people and clothes to design casual clothes full of texture.

The brand name "YOKE" means connection, and the series launched every season contains different stories. The theme of YOKE's 2020 FW series is "paul klee". The color is inspired by the paintings of the famous painter paul klee, and the refreshing and comfortable color matching is applied to this season's new series of clothes.

Take clothing as the carrier, and pay tribute to paul klee through texture and color. Without exaggerated design and tailoring, the classic version brings a comfortable and casual feeling. The connection between oriental culture and modern clothing well expresses the concept of "connection" in brand names.

#03 Saburo

KOZABURO Akasaka, a Japanese designer, established his own eponymous brand KOZABURO on 20 15, mainly expressing the concept of clothing with the design style produced by the fusion of high fashion, street elements and oriental culture.

Saburo Akasaka spent some time in London and new york. Deeply influenced by local culture, combined with my own growing experience in Japan. In his works, we can clearly see that the elements and styles of the three places are reflected in them.

Saburo's quarterly series always surprises people. For example, in 20 19 AW series, it is stated that "law is based on impossibility, and infinity is limited". The designer combined China's ancient figures with modern clothes to pay tribute to his idols Bruce Lee and Michael Jackson.

2020 SS series, retro Japanese clothes collide with street elements, well, there is a punk feeling of doomsday carnival.

In the latest season's works of 202 1SS, Saburo still naturally combines the three consistent elements. Meditation, kung fu and other movements from the east, coupled with conspicuous high fashion, give people a strange visual sense as a whole, but people can't help but want to see more.

#04 Nuts

Nu $ TERM, a men' s clothing brand, was founded on 20 17, but from the perspective of the completeness of clothing, it does not make people feel that it is a young brand.

Yasuhara Fukuhara, the designer of this brand, worked as an intern in Comme des Garcons, Ling He, Issey Miyake. He applied the rich clothing experience he learned over the years to his first fashion brand, Black &; Blue. Maybe it is to make clothes more casual and more active, so Nu $ TERM appeared.

"While following the origin and rules of men's wear, we propose a new style that is not bound by clothing rules and generations." Fukuhara also said. Nu $ TERM launched various styles of shirts, suits, jackets and other common clothes in life, and incorporated the brand concept of leisure and boldness into the details of the clothes.

Recently, NU $ TERM brought the 2020 FW series with the theme of "Into the Forest". The overall color of this series adopts bright colors that echo the forest, such as military green, earth tone, ginger, etc., and gives people a simple and comfortable feeling by using a large number of plaid and striped elements.

#05 Honor

Kudos, a menswear brand, was founded by designer Tsukasa Kudo in 20 17. Before establishing the brand, Kudo Tsuzuka also went to Paris and had some experience in making clothes. Worked as an intern in JACQUEMUS, JW Anderson, Y/Project and other famous brands. When his ability and experience were exhausted, he returned to Japan and started his own fashion road.

Kudos clothing mainly focuses on deconstruction and pays attention to the details in clothes, which soon makes people remember its distinctive and unique design style. Asymmetric vest, suit with "dream" in mind, this white shirt that Frank saw at a glance is full of modeling and simplicity.

When Kudo Tsusaka found that not only men wear Kudo's clothes, but also many women like his design style of vague gender, so in 20 18, Soduk, a women's clothing brand dominated by men's style, was born.

To make an interesting point, we can see that the name of the man Kudos is the same as the name of the designer, and the name of the woman Soduk comes from the other side of Kudos in the mirror.

In Soduk, we can easily find that some women's clothes still have Kudos, while Tsukasa Kudo reflects gender differences in her own clothing style. Interested friends can also learn about its women's brand.