O0u

Designer

Mitsuru Kondo

Category

Men’s & Women’s / Ready To Wear

Brand information / About the designer

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

I was influenced by my grandmother who was a Japanese and Western dressmaking teacher and loved hand making.
O0u was born in a subsidiary company of Adastria. We aim at promoting and exploring sustainability and a start-up scale gave us much flexibility.

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

There are plenty of choices when it comes to fashion design.
We do not just provide more and more design, but try to reassemble concepts, structures, culture and traditions surrounding fashion.
Whether sustainability is mentioned or not, we hope there will be a new culture in Japan in which we consider various questions and issues.

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

I used to find out the essential meaning and reasons for anything.

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

We do not own any long-term physical store and run mainly through e-commerce, and sometimes pop up stores.
I have been impressed by the majority of customers who know fashion and shopping very well hence make every single choice considerably.

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

I was born and grown in a generation that music culture had a big influence.

About 2025 S/S collection

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

Three years have passed since the brand was launched, so we want to reach more and more people at the time.

―What is the concept / image for your brand’s 2025 S/S season?

The brand itself has a strong concept, and we seldom drastically change designs by season. 2025 S/S season comes with arrangements of assembling pieces, standard items, following one’s mood to form an uniform-like modern daily wear.

―What is your vision for your show / installation?

Currently under adjustments, but we wish to express the brand concept beyond products.

Future

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

Still a long way to go, but we aim at revolving and delivering a message in terms of structure and contents as an Aadatria group’s new business model.

About TOKYO

―What does Tokyo represent for you?

A place to work, a busy place.

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

oyogi Hachiman area and Chuo Ward Nihonbashi area where I lived and worked for a long time.

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

Large home DIY retailers in the suburbs, retro and traditional restaurants, etc.