Yoshiokubo , which has continued to "pursue never-before-seen patterns and details," will open a "laboratory" this spring where each piece of the brand's clothing will be displayed one by one in a space resembling an open kitchen , where the designers themselves will break down and discuss everything, including the thoughts they put into each piece of clothing, the source of their creativity, what makes them unique compared to others, and how they applied their accumulated knowledge and acquired techniques.

-- Background

The background to the establishment of this laboratory is Kubo's own desire to increase the number of people who are interested in the diverse ways of enjoying the culture of clothing and fashion - wearing, touching, looking at, exploring , and more - and to encourage people to continue wearing clothes that have been carefully made with satisfaction and love.

- What will it do?

In the laboratory, we will openly reveal the secrets of how almost all designers create their clothes, from design drawings to the finished product, something that has been kept secret until now by most designers.

The first guests we will be inviting are buyers and members of the press who love clothes and share the joy of fashion. By spending quality time discussing each and every piece of clothing with great enthusiasm, we hope that they will take home what they have learned from this fashion discussion and use it as a topic of conversation when discussing clothes with their customers. We also hope that they will discover new ways of communicating the "potential and fun of clothing" to our readers, which will help increase the number of people who love fashion.

- Yoshiokubo 's thoughts on what designers can do for clothing and fashion culture

Today, with the majority of the market being dominated by clothes that prioritize showing up on shows and timelines, and "clothes that sell well and are easy to sell," the cycle of consuming clothes seems to be accelerating. It seems that designers themselves, in an effort to keep up with this speed, have unconsciously neglected to critically reflect on their own origins, thoughts, and creations.

Reflecting on this current situation and attempting to increase the number of people who enjoy clothing and fashion at their core will not only enrich the work of buyers and press and expand the choices available to customers, but will also lead to the creation of "clothing that people want to wear for a long time and a culture of receiving and cherishing that clothing," and ultimately create a model of sustainability in the fashion industry.

This laboratory was established with this idea in mind.
Please join us in this experimental project.