14 hours ago | By WGSN Insider
Get more Denim insights as a WGSN subscriber
Japan is full of great denim brands but we just can’t get over how much we love White Mountaineering. Since the Active team visited the brand in Tokyo in 2010, we’re seeing the name pop up more and more on blogs, at trade shows and in all the best stores and their S/S 12 collection is so fresh for denim we thought it deserved a dedicated blog post!
The brand was founded in F/W 2006 by Yosuke Aizawa, a designer who worked with Junya Watanabe at Comme Des Garcons before setting out on his own. They showed their first runway collection in the Summer of 2010 as well as launched a flagship store in the famed denim area of Tokyo, Daikanyama. We’ve just heard from Freshnessmag.com that White Mountaineering recently opened a new Shinjuku location in hip department store Isetan as grows in popularity.
Aizawa describes the label as an outdoors-inspired project, saying “The field in which we wear clothes is all outdoors.” The ethos revolves around three concepts:“One, design. Two, utility. Three, technology and the imagination to fuse these elements together.”
He adds that he favors the design to stay simple but is inspired by textiles, sewing techniques and experiments with new fabrics each season. S/S 11 plays with indigo in an innovative and unique way with the outerwear, cargo pants and classic shirts reworked in denim-on-denim modern patchwork.
We, however, would love to check out the real thing in Tokyo! Check out Active’s profile and interview from 2010 here.
1F 4-21-7 Jinguumae,
Shibuyaku,Tokyo, Japan 150-0001
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.