KUON: beautiful things remain beautiful

KUON is a Japanese brand created by Shinichiro Ishibashi.

After the apprenticeship with an established tailor in Tokyo, the designer worked as pattern maker for a well-known high-end fashion brand. In 2014 he started his career as a freelancer and in 2016 he became the creative mind of KUON.

The key words behind the label are “eternity”, “remote past” or “future” and “permanence”, as stated on their official website. The aesthetic of KUON has roots in the history and culture of vintage clothes and fabrics, which seeks to revitalize giving them a new value. It is a continuous search for simplicity and authenticity that are put into action escaping the constraints of tradition.

According to Ishibashi: “New things become old, but beautiful things remain beautiful”. Therefore, the goal of the brand is to make every garment eternal. The chosen materials are recycled and re-used to give them a new essence, obtaining clean and original lines.

Through design, KUON stimulates and motivates people, has an active role in society and connects it with the individuals who make it up. Challenging the current approach of fashion that is based on consumers and mass production, the brand proposes a new lifestyle in which elegance and ethics go hand in hand.

Jackets, shirts, t-shirts, trousers, bags but also home accessories, the collections offer a really wide selection of products and each of them is made in a conscious way, with particular care and attention not only to the quality but also to the consequences that textile production has on the environment. KUON provides an alternative to fast-fashion, proving that even planet’s protection can be “fashionable”.

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