SETCHU SS24
The brand name “SETCHU”comes from a Japanese word “Wayo Setchu” written 和洋折衷.
With “Wayo” denoting Japan and the West and “Setchu” meaning compromise, the brand represents the blending of Japanese and Western concepts - the compromise between the two cultures.
SUSTAINABILITY
“Mottainai” 勿体ない is a term of Japanese origin that has been used be environmentalists. The term in Japanese conveys a sense of regret over waste; the exclamation "Mottainai!" can translate as "What a waste!" Japanese environmentalists have used the term to encourage people to “reduce, re-use and recycle”.
Satoshi Kuwata
Satoshi Kuwata, the founder of Setchu, has travelled extensively, gathering a unique know-how in the field of visual traditions. Having lived in Kyoto, Paris, Milan, London and New York, he developed a unique approach to elegance and a profound knowledge and respect for different cultures and crafts in all shapes and forms. His style philosophy has been sharpened by working in international design studios as well as a creative director. A career that saw him collaborating with Givenchy, Edun, Kanye West, and Gareth Pugh – while developing an eye for sharp tailoring at institutions like H.Huntsman and Sons on Savile Row in London. He wants Setchu to showcase serene, elegant designs for an active lifestyle to be enjoyed outdoors.
Credits
Client: -
Manufacturer: -
Brand: SETCHU
Designer: Satoshi Kuwata
Country: Italy
Photographs: © Massimiliano Bomba
