FASHION /
MEN
February 5, 2016
New Arrivals for Spring/Summer 2016 "Parmentier" | PARMENTIER
PARMENTIER
Clothing with Understated Quality
PARMENTIER, a premium brand produced by fashion director Norio Osumi and model Rihito, has released its new collection for Spring/Summer 2016. We would like to introduce a collection that embodies the diverse styles of men living in Paris and their understated sense of quality.
Photographs by TOYODA Tetsuya (softmachine)Styling by OKU ToshihiroGrooming by TAKESHI (eightpiece)Model by Rihito (NOVEMBER AGENCY)Text by ITO Yuji
A Value System Focused on Quality of Life, Not Just Appearance
PARMENTIER is a premium clothing brand jointly produced by Norio Osumi, director of EDIFICE's web magazine "Élément" (http://edifice.baycrews.co.jp/element/), and Rihito. The brand's worldview, created with items of timeless beauty rather than fashionably eccentric designs, brings a sophisticated aura that transcends eras to men. Regarding the Spring/Summer 2016 collection, fashion director Osumi had this to say:
The essay collection "Parisian Men," by Tomoko Asabuki, known for her translations of works by authors such as Françoise Sagan and Jean-Paul Sartre, features "men who make Paris their home—men who are stylish and kind to an admirable degree, and who are devoted to work they have chosen themselves." Asabuki writes in her afterword, "The men featured in this book are not limited to French nationals; they also include foreigners living in Paris. This is because Paris is home to many people of different nationalities who, by painting, singing, writing novels, performing music, or creating fashionable dresses, contribute to the unique cultural atmosphere of Paris through their respective endeavors."
The book includes accounts of Marc Bohan, a designer for Christian Dior, whose friendly greeting—neither a kiss on the back of the hand nor a formal "bonsoir madame"—warms Asabuki's heart. It also features the owner of a copperplate printing shop who modestly boasts of needing a little "création" (creative power) and refined taste for his work; a middle-class engineer who patiently endures an austere life, refusing to buy cheap or short-lived goods until he can afford quality items; and a skilled surgeon who makes his rounds each morning and evening in a smart, understated navy or gray suit.—Men, whether famous or not, who live in Paris appear in the book.
Their life philosophies and attitudes are solid and admirable. "Solid" means reliable and secure. "Admirable" means excellent, dignified, and complete. It is not about ostentatious luxury, but about understated quality. These are items based on a value system that prioritizes quality of life.
Therefore, the "PARMENTIER" Spring/Summer 2016 collection is an homage to these "Parisian Men."
Unadorned Beauty Hidden in Moderation
Under this concept, the Spring/Summer 2016 collection is filled with a strikingly simple aesthetic. For shirts, for example, the placket and cuffs are finished with a fly front, resulting in an extremely minimal construction. Even the chambray western shirt, designed for easy dress-down styling, has been arranged for a more refined appearance by omitting the yoke stitching.
Regarding this lineup, Osumi explains, "In keeping with the dignified and solid lifestyle of Parisian men, the items, details, and lines are intentionally moderate. While they might seem ordinary, we wanted to express an understated sense of quality, rather than ostentatious luxury."
This Spring/Summer collection offers a wardrobe befitting sophisticated men who find value in unadorned style. It features items that are best suited for those who possess a distinct personal style.
Stores
ÉDIFICE Shibuya
6-23-3 Jingumae, Shibuya-ku, Tokyo
Tel. 03-3400-2931
Le Dôme ÉDIFICE Marunouchi
1F Mitsubishi Building, 2-5-2 Marunouchi, Chiyoda-ku, Tokyo
Tel. 03-6212-2460
Le Dôme ÉDIFICE Ginza
2F Ginza Velvia Hall, 2-4-6 Ginza, Chuo-ku, Tokyo
Tel. 03-3563-6143
Le Dôme ÉDIFICE Yokohama
3F Lumine Yokohama, 2-16-1 Takashima, Nishi-ku, Yokohama, Kanagawa
Tel. 045-450-6838
Le Dôme ÉDIFICE Nagoya Parco
2F Nagoya Parco South Building, 3-29-1 Sakae, Naka-ku, Nagoya, Aichi
Tel. 052-238-5781
Le Dôme ÉDIFICE Lucua Osaka
4F Lucua Osaka, 3-1-3 Umeda, Kita-ku, Osaka
Tel. 06-6347-0993
Rihito
Model and Fashion Director. Debuted as a model in Tokyo in 1995. Subsequently expanded his activities to Paris, Milan, and New York, primarily working in overseas collections. In 2000, his interest in apparel design led him to launch his own brand. In 2003, he appeared on the NHK educational TV program "French Conversation" for the entire year. In 2013, he was appointed director of a fashion brand for freshmen. He also resumed his modeling career that same year and began activities in fashion shows and events.
Norio Osumi
After working in sales, sales promotion, and advertising for fashion specialty stores, he has worked as a director in editing, product planning, and advertising production. His magazine editing experience is not limited to fashion magazines; he has been involved as a fashion editor and editorial director for business and automotive magazines. In 2006, he participated in the founding of a web media company that creates media infrastructure environments. In 2011, he became a director of a company aiming to create new markets utilizing Japanese timber, in conjunction with the activities of a forest conservation organization focused on afforestation and forest creation.
Inquiries
ÉDIFICE web magazine Élément
PARMENTIER
http://edifice.baycrews.co.jp/element/