Nov 24, 2020 | By Nina Giglio
Big data meets consumer insights, Experience WGSN.
Tokyo’s reputation as one of the world’s most creative and innovative cities remains unshakeable, even despite the effects of the pandemic. Local labels have adapted, using technologies such as live-streaming to expand their customer bases. In addition, the pandemic can even be expected to provoke a new wave of expression from the city’s creatives. Even if from afar for now, Tokyo offers endless inspiration – WGSN’s new virtual city guides bring the city to life via videos, interviews and music, creating an immersive experience while travel is restricted.
Combining outdoorsy functionality, hi-tech performance and playful styling, this brand speaks to the pandemic-fuelled shift of Tokyo locals’ gaze to the countryside. Rather than being intended for specific pursuits, clothing is designed for spontaneous wanderings from city to outdoors.
Menswear designer Shunsuke Ishikawa pioneers in sustainability and transparency in Japan. This ‘traceability’ is referred to on the swing tags of his label Marka. Ishikawa travels as far as Latin America to find ethically run cotton and wool farms. These ingredients are then used by Japanese artisans to form innovative silhouettes.
A collection of conceptual yet easy-to-wear womenswear with a standout presence. The label’s design team is helmed by Mizuki Ueda who worked her way up from shop clerk with no formal design education.
This high-end streetwear label is the perfect case study for how to grow a brand using social networking. Founded in 2016 as an independent men’s label, three years on it had created online waves and is now a unisex line with a web magazine-like online store.
Picki, rather than being a label itself, is a new kind of ‘brand incubator’. They specialise in helping young influencers make their dreams of entering the fashion market a reality. Check out the influencer-helmed womenswear labels in its portfolio: Dear Sisterhood, Jour de Muguet and 1/18billion.
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