OCT. 05, 2020

Newcomer brand questionnaire | De_caffeine homme

De_caffeine homme

De_caffeine homme


Avizmo Jo


Men’s / Ready To Wear and Accessories

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

I have been deeply interested in Japanese fashion since I was a student.
At the age of 20, I decided to study abroad in Japan and entered Bunka Fashion College.
The moment when the model is wearing my clothes, I was very impressed.
After that, I really enjoyed making clothes.
Soon after graduation, I decided to go on to Bunka Fashion Graduate University.
At the same time,I released the brand Avizmo Jo.
I got a great offer from the New York collection, but I couldn’t commercialize it bacause i’m not ready for sale.
On that occasion I’ve prepared it for commercialization and announced the men’s clothing brand ‘De_caffeine homme’.

―What is the brand’s concept? What do you want to communicate through fashion designing?

I broke the boundaries of wearable ready-to-wear and fashionable designer-brand clothes.
I’d like to suggest men’s clothing that makes it easier for anyone to see and enjoy fashion in their daily lives.It is a brand newly proposed by Avizmo Jo, a Tokyo base brand designer, as a global fashion brand.‘De_caffeine homme’ is a brand for people who love the coffee , not caffeine. we offer trendy style that you can enjoy freely in your life like decaffeinated coffee.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

I’m designing Neodadaism as design philosophy for the new Norm core look.I’m inspired by the many moments I encounter in my daily life.
Recognizing the beauty of formal shapes, looking at them with new eyes and looking for fun in the form of force majeure that results from the combination of natural fabric flows and artificial shapes.I’m going to reinterpret it as something new.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

Fans and buyers who are interested in us are pursuing fresh designs and art and looking for clothes that can be worn on a daily basis, not on a special day.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

I am interested in subculture of Asia.
He was also interested in challenging brands such as Mason Margiela.
Most of the inspiration I receive is how to dress, take a new form, and not make me uncomfortable with the human body.
In the future, we will continue to solidify the brand’s image.
I’m interested in making it a culture.

About 2021 S/S collection

―Why have you chosen Tokyo (Rakuten Fashion Week TOKYO) as the venue for presenting your collection?

Because I studied fashion in Japan and aimed to become a fashion designer.
I am confident that participating in the Tokyo collection will have great significance in the history of our brand.

―What is the concept / image for your brand’s 2021 S/S season?

The representative image of this S/S season is to disassemble the clothes in various ways, tie them back together, and organize the shape.
Along with that, we layered clothes that are highly useful.
We can coordinate tens of thousands of different clothes depending on the wearer, so we wanted to create fun for them.

―What is your vision for your show / installation?

We will be careful in choosing the structure.
This will bring natural trends to places, music and fashion from ‘De_caffeine Homme.’


―What are your brand’s future outlook and goal?

I think we want to make culture beyond one brand.
First of all, we will take Tokyo as a base and take on global development and challenge.


―What does Tokyo represent for you?

Tokyo is a city of youth.
I think it’s the most passionate and individual city I spent my 20s in.

―Which parts / sites of Tokyo do you like most? Why?

I like Kabuki-cho in Tokyo.
It’s surrounded by a lot of neon signs, and it’s different from the rest of the world. This is because I think it is a place where many people pass by, regardless of their age or occupation, until their 10s to 60s, and the culture of the past and the present that are unique to Japan coexist.

―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

The place I recommend is the Starbucks Dokyu Plaza branch in Harajuku.
You can enjoy the nature of downtown and enjoy the cafe.

Regarding the COVID-19 Corona virus

If any, please tell us any changes you’ve made to the brand and/or designs due to the spread of COVID-19.
There is no change in design depending on the COVID-19, but we will follow the trend of global exhibitions and fashion week changing from non-face to face for safety. we will be more careful in future developments.

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