UNITED ARROWS | Camoshita UNITED ARROWS Receives 84th Pitti Immagine Uomo Award

UNITED ARROWS

2013 84th Pitti Immagine Uomo Award

“Camoshita UNITED ARROWS” Receives Award; A Special Comment from Mr. Kashida

Pitti Immagine, an exhibition increasingly vital each year for men's ready-to-wear fashion, has honored "Camoshita UNITED ARROWS," the brand helmed by Yasuto Kashida, UNITED ARROWS' Creative Director. The brand received the "Pitti Immagine Uomo Award," bestowed upon companies and individuals who have played significant roles in Italy and abroad over many years, recognizing true brand strength.

Text by KAJII Makoto (OPENERS)

The award ceremony was held at the opening of Pitti on June 18th.

A special message from the award recipient, Yasuto Kashida, for OPENERS readers.──“Past recipients have included many major designers and distinguished factory brands, predominantly Italian and European. This marks the first time an Asian brand has received this honor, which I find incredibly gratifying. At the same time, I can't help but feel a sense of bewilderment as to why my brand was chosen. I can only speculate, but perhaps the Pitti Immagine Association recognized us as one of the few Japanese brands to successfully export men's dresswear internationally.

UNITED ARROWS｜Camoshita UNITED ARROWS 02

While casual and street styles have seen remarkable international expansion, the classic and dresswear sectors in Japan still seem to rely heavily on imported goods. However, even as a buyer encountering exceptional creations, I've felt an increasing sense of something missing as I've gotten older. This stems from the differences in lifestyles and values between Europe and Japan, not a matter of superiority or inferiority. Yet, this very frustration became the motivation for starting my collection.

In the European market, steeped in history and tradition, I wanted to propose a classic style infused with Japanese values and sensibilities. It might be a subtle addition, like serving soy sauce or wasabi with a Florentine steak – a slight twist. But it's precisely these nuances that bring freshness and excitement to the world of classic fashion.

Fashion, as a facet of culture, evolves and transforms as foreign values intermingle, giving rise to new expressions. It would be immensely gratifying if my collection could offer even a small spark of inspiration to the world of men's dresswear. Thinking about it, wasabi is truly remarkable.”──Yasuto Kashida

Crafting "Japanese Classic" Through Styling

"Camoshita UNITED ARROWS" was launched in 2007 by Yasuto Kashida. At the brand's inception, Mr. Kashida stated, "Camoshita UNITED ARROWS will build a 'Japanese Classic' – a classic as seen by Japanese people, not through eccentricity or excessive emphasis on Japanese aesthetics, but as naturally perceived by me, a Japanese individual, expressed through styling."

Since its inception, Camoshita UNITED ARROWS has consistently exhibited at Pitti Immagine. Under Mr. Kashida's philosophy – "While adhering to the superb craftsmanship of 'MADE IN JAPAN' that Japan prides itself on, I want to express my concept of traditional style in its entirety, including the originality and quality of the materials" – the brand has garnered high praise from international buyers and media professionals.

UNITED ARROWS Harajuku Main Store Men's Building
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