ASKYY - FALL WINTER 2023
Shibuya, the cultural center of Tokyo, is known for its vibrant energy and bustling atmosphere. But just a few miles away, in the neighboring town of Daikanyama, a different side of the city reveals itself. This quiet and prestigious area is known for its refined homes and peaceful streets, making it the perfect location for ASKYY, a Japanese clothing brand that seeks to embody the elegance of the city in its clothing.
ASKYY was founded 6 years ago and has since built a reputation for its dedication to quality and excellence. The label places great importance on face-to-face sales at its directly managed stores and careful selection of retailers to protect their brand image. At ASKYY, hospitality and excellent client service are valued just as much as the quality of the clothing.
What sets ASKYY apart from other clothing brands is its unique approach to minimalism. Unlike its European counterpart, ASKYY's philosophy is rooted in the traditional Japanese values of “WABI-SABI” and “UMAMI”, which seek to achieve sophisticated simplicity that is functional and rational. These values are reflected in the clothing, which emphasizes layering and versatility.
The layering style that is synonymous with ASKYY is a true representation of the brand's philosophy. The clothing is designed to be multifunctional, with sets of clothing that can be worn in multiple ways. The brand uses only the best quality materials in Japan and adds its own delicate touches, such as deconstructing the hem and aging the fabric through washing, to create unique and stylish pieces.
Craftsmanship is also a key aspect of ASKYY's clothing. Most of the fabrics used are made in Japan, and the sewing is done by skilled craftsmen in Asakusa, a downtown area of Tokyo known for its artisanal traditions.
ASKYY's new "Japanese black" color is a nod to iconic designers like Yohji Yamamoto and Comme des Garcons who once captivated the world with their black designs. The brand's modern black designs feature a refined, understated elegance and a matte texture that embody the subtle simplicity of "WABI-SABI".
The FW23 collection is the 12th collection from ASKYY and is a celebration of the brand's heritage. This collection features archive styles that were popular in Japan, with the fabrics having been enhanced to make it a permanent part of the brand's offerings. These works embody the philosophy of ASKYY and are a testament to the brand's commitment to quality and excellence.
In conclusion, ASKYY is a journey into the heart of Japanese minimalism, offering a unique take on the traditional values of the culture and combining them with modern designs and exceptional craftsmanship. The brand's dedication to quality and excellence is reflected in every piece of clothing, making ASKYY a must-visit for anyone seeking to experience the best of Japanese fashion.
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