Explorations

Clay Dye: Fashion & Nature

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YWGS: “Green is good medicine”


Clay Dye is a natural dyeing technique launched by YWGS: GoodNeighbors Shirts in collaboration with Yard Works, both from Japan. A new label with a nature-inspired philosophy behind it. Close to the soil, and one with the soil.

In search of a reconnection to nature and overcoming a dualistic viewpoint that sees us separate from it, we found this project perfectly on point. Indeed, humans are nature, and this project celebrates it.

About Japanese style


We are Japanese design lovers! In particular, we appreciate the idea of quintessential simpleness, careful attention to every single detail, the atemporal design and sense of comfort. Also, we value that delicate expression that doesn’t need to scream to be seen. Of course, we know we are not alone, as there are many other estimators of the Japanese style. So, it’s for you that we selected some valuable garments from Japan. (Contact us to know more).

clay dye


YWGS: a new nature-inspired brand


YWGS is the project we introduce today: a collaboration label, GoodNeighbors Shirts with Yard Works.

Kei Amano, a plant expert based in Fuefuki City, Yamanashi Prefecture. Yard Works is his landscape and architecture studio.
Akira Aoki, passionate about music and art, is a fashion designer based in Tokyo. GoodNeighbors Shirt is his brand, a 7-day shirt project. In other words, its style concept is about shirts you can wear comfortably every day.

Therefore, the project joins a plant professional and a shirt professional. A borderless thought, functionality and urbanity from the garden to the city. Specifically, it is a new workwear line that unites gardening and urban style with a comfortable, timeless and genderless aesthetic #formodernhumans

YWGS conveys the concept of “GREEN IS GOOD MEDICINE.” And the nature imprint gets revealed in the clay dye technique.

Clay Dye

Clay Dye: What is it?


Clay Dye is a special dyeing technique: garments are immersed in clay by using high-quality clay from the parents’ farmer home – in Gunma prefecture for 400 years. Akira Aoki majored in dyeing and weaving design at art University. Also, the designer himself dyes shirts by hand.

This tactile experience makes nice shirts with just the right amount of unevenness and beautiful colours. Ultimately, caring for nature and being nature is one thing.

WhatsApp us directly from here to know more!

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More On Modern Feminism

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Is it true liberation and women’s empowerment?


Modern feminism mainly corresponds to exposing almost naked women’s bodies. From red carpets and fashion shows to music events, that seems to be the most visible trace of female affirmation.

As a demonstration of emancipation, women want to express themselves as they like. And, of course, that makes sense. Hence, dressing, or we better say, undressing, is part of this liberation. But look at music and movie stars, influencers, TV entertainment, and professionals. Followed by all the women who flooded social media with parts of their bodies as the only thing they can convey. Unfortunately, women’s image is more stereotyped than ever. So, we were happy to read about Chinese women who are challenging “beauty-duty” and traditional standards.

When it comes to dressing or undressing, the women’s so-called gained freedom strangely unveils traits that win the favour of men. Doesn’t any light bulb switch on in your head? Don’t we even question why our supposed freedom corresponds to men’s preferences?

Perhaps there is something we’re missing. But let’s take as a fundamental detail the liberty of showing our body as a reflection of our power. Take red carpets, for instance. Or any other event, since there’s no difference in terms of outfits, which are mainly inelegant. Women show up almost naked, as it seems that’s the only way to reveal all their femininity. But have you ever seen men show up naked on red carpets?

Indeed, this is the crux of the matter: Have you ever seen men show up semi-naked to promote their masculinity?

Are we talking about liberation and women’s empowerment, or is there something else behind it? As women, is our worth expressed only by nudity? Or by cages and standards – hair, make-up, plastic faces and bodies – we must fit in in order to satisfy societal expectations? If so, it doesn’t sound really new. In fact, it’s the same old story, which tells more about patriarchy than fashion or modern feminism.

But the reality is so well manipulated that they made us believe it’s about women’s power and modern feminism.

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Queuing and Luxury

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Does waiting in line at fashion stores have anything to do with luxury?


Let’s reflect on queuing and luxury. Imran Amed of “Business of Fashion” has recently opened the debate on long lines outside top retailers and whether they are a valid means to convey luxury.

In fact, it’s even hard to get inside some fashion stores. But while the masses seem attracted by that, some people don’t buy it. Precisely, Imran Amed titled: “Queuing is not a luxury experience” and invites brands to rethink their strategies.

Of course, we agree with Imran Amed. Queuing outside top fashion retailers has nothing to do with luxury. Such a waste of time is pointless and makes no sense in relation to spending a lot of money.

What is luxury?


First and foremost, luxury is about exclusive designs made in limited numbers and not mass-produced items. Since all top brands produce their garments in huge quantities, they stopped making luxury long ago. Also, all high-end brands are so overexposed you can see them everywhere, which collides with the idea of luxury itself.
But why do retailers still have long lines if it does not convey luxury? It’s a marketing gimmick to get attention from newbies and mass consumers.

What are the characteristics of a true luxury shopping experience?


Quality, exclusivity, personalised service, privacy.
Specifically, when it comes to service, true luxury is when you avoid crowds. We so much believe in this concept that, about five years ago, we changed our business model. Indeed, we shifted from a physical boutique with a wide selection to a web fashion boutique providing a precise niche selection. Because we don’t need more, we need less (much less) but better. That is through a private shopping service.

suite123 – private shopping experience #formodernhumans


What does it mean? Feeling the need for something more intimate, we thought about offering a personalised shopping experience based on private appointments. In other words, you receive a unique selection made for you and delivered to you (to your home or office).

Perhaps this concept is not for everyone, but that’s the point of luxury.
Luxury is private, and it means avoiding crowds. No waiting in line, no wasting time. Indeed, queuing is not luxury!

We would not queue for no reason at all! What about you? Are you willing to wait in line to get into a luxury shop?

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What is Fashion Design Today?

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Sharing some thoughts on contemporary fashion design


What is fashion design today? What is it? When everything is already done and nothing new can be made? But you still happen to read news about “the one who complained the other one copied her.”

So what is it when those who started their own collection or image concept already did it by taking inspiration from others and remixing what other designers have already done! Perhaps they don’t even realise where their ideas come from.

And what is fashion design today? When contemporary creatives have no humility to say: ‘I made this’ – and this is my style because I took inspiration from this or that designer who made such a fantastic work.

What is fashion design today? If people praise the ones who complain that another designer has copied them! But for what? For flower prints? Or for flowered head decorations? Really?

Again, what is fashion design today? When everything is possible. So brands who assemble clothes as we’ve seen trillion of times, feel like the new gods of fashion.

And when inspiration and remixing have flattened the fashion industry to such a degree that everything, every brand, looks the same. And doing so has deprived fashion of its DNA, core differences and, in essence, of its meaning.

Can modern designers, creative directors and so on stay humble? If they feel copied, Mr Cristobal should resurrect and say something about endless collections made from his archive! Can people understand there is no true genius in the fashion industry nowadays?

On 14 October, in Florence, Antonio Marras arranged a show making clothes for 20 cancer patients; the defilè – “Sfilata del prendersi cura” (the show of taking care) – was a message of hope. You can watch it here. But, an Italian brand accused him of copying her.
Really?

This sterile controversy made us reflect. First, Marras’ idiosyncrasy has never been in question. Also, bravo for this caring project! In the end, what is fashion design today? It’s about copy and paste. In some cases, following a valuable guiding idea. In most cases -those who tend to complain – pointless reproductions we could avoid seeing. Moreover, it has been done so many times, that the arrogance to claim originality seems out of context.

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New Beauty Standards In China

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Empowering women vs societal expectations


Whether for feminism or practical reasons, women are redefining beauty standards in China. By challenging the traditional ideal of femininity, some young Chinese women want to be free to express their individuality. And we couldn’t be more proud of such a brave choice.

Women, buzz cut & beauty duty


Patriarchal society shaped the rules which subdued women over time. Long hair has always represented the image women have to conform to, not only in China. However, a new trend reports a step towards empowering women against societal expectations. Specifically, Chinese women started breaking the rule by switching the classic haircut with a bold buzz cut.

The buzz cut is easier to manage, low-maintenance and high-impact. It is not just a matter of fashion, it goes beyond that. Indeed, it represents a powerful statement: freedom and self-determination. The buzzcut is a synonym for self-confidence and independence. And so the trend is rising in China, and more women are opting for it.

Along with it, another trend is growing: “embrace beauty without makeup.” It’s a way to defy the “beauty duty” that forces women to maintain their appearance, imprisoning them in oppressive standards.

Beauty standards: western vs Chinese


We live in a man’s world. By analysing historical and cultural context, we can see that beauty standards are the embodiment of a male perspective and a market demand. In fact, everywhere in the world, society brainwashes women to conform to a specific image. And to stick to those precise features that women – of course – believe are the fruit of their personal reasoning or independent thought. On the Western side of the world, we witness this distorted idea of feminism: women conform to contemporary stereotypes that (just by chance?) perfectly reflect a man’s viewpoint. And women call it freedom!

So, what happens in China surprises us positively. In a society where social norms and traditions are so deeply rooted, Chinese women’s choice against “beauty duty” represents a brave move.

Indeed, by rejecting traditional ideas of feminine beauty, new beauty standards in China are an inspiration to nonconformism and women’s empowerment. Most importantly, it should make us reflect on what beauty standards really hide.

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