n Search of the Meaning of a Brand Tag / 26SS PRODUCT

Title: In Search of the Meaning of a Brand Tag

While making clothes,
as fabric slowly takes the shape of a garment,
there is a moment when sewing on the brand tag feels
as if life is being breathed into it.

A brand tag is not meant simply to display a name.
It is something through which
the attitude and stance of a brand can quietly be seen.
I have continued searching for that meaning.

I traveled to Ishikawa,
to a factory that produces brand tags (woven labels),
to learn what can — and cannot — be done
within something so small.

Woven labels are most often made
using either rapier looms or shuttle looms.

Rapier looms operate at very high speeds
and are suited for mass production.
Many of today’s textiles are woven this way.

Shuttle looms, on the other hand,
weave slowly, allowing the use of natural yarns,
and create a soft, full texture
that rapier looms cannot achieve.

After learning many things there,
I decided to create our brand tags using shuttle looms.

What drew me in most
was the gentle texture and the feel to the touch.

Starting with the 26SS collection,
we have renewed our brand tag.

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At the same time,
we began exploring another kind of brand tag
that could only be made in our own atelier.

After trying many approaches
and feeling unsatisfied for a long time,
it finally took shape just recently.

Each piece is embroidered by hand
onto 100% cotton fabric.
The embroidery method is a little unusual…

I hope you’ll pick it up
and feel it for yourself.

From the 26SS collection onward,
one of two types of brand tags is sewn onto each garment,
depending on the design,
to breathe life into the clothes.

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We also renewed our hang tags.

They have become small pictures,
just the right size to slip into an iPhone case.

Have a nice day!:)

Shota Hiyama

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