ETHOS | Spring/Summer 2014 Collection

ETHOS

The theme for the Spring/Summer 2014 collection is “PEACE”

Urban easywear in rich colors

The concept behind “ETHOS,” which began in 2010, is “THE NEW CLASSICS & STANDARD.” The brand continually proposes designs and items that become new classics, connecting contemporary lifestyles with fashion.

Text by KAJII Makoto (OPENERS)Photographs by SUZUKI Keita

Expressing softness and texture through film photography

—What is the theme/concept for the Spring/Summer 2014 collection?

The theme is “PEACE,” an acronym for “Positive Emotion Ace Chilling Ethos.” This season, we’re proposing a style that is relaxed yet clean. With colorful palettes and comfortable materials, we offer easywear that isn’t sloppy.
The color scheme balances vibrant hues with soft tones. While it’s easywear, the sizing isn’t overly large, offering a silhouette that allows for comfortable movement, and we’ve selected materials with a pleasant feel against the skin.

—What were your priorities for this season's lookbook shoot, and what should people pay attention to?

We used film photography, not digital, to express softness and texture. While conveying a casual, relaxed image, we aimed to capture an atmosphere of cleanliness and masculinity through the styling and the choice of locations (classic buildings and places in Tokyo).

—How does this season differ from last year's Spring/Summer collection in terms of styling, silhouette, and color?

It’s the sense of relaxed ease and softness.

—What is the key look (coordination) for this season?

It’s a look combining a coach jacket and a cap made of shirt fabric with a hoodie made of American cotton. It expresses the cleanliness of the shirt fabric, which stands out amidst the casualness.

—What are the key items and key colors?

Sweatshirts made from navy check and gray-white check shirt fabric.

—What materials did you focus on this season?

Imported shirt fabrics.

—What are you paying attention to in the current fashion scene?

I don’t follow trends, so I’m not paying attention to the scene. We express a worldview that is not swayed by trends through our brand.

—Please share your personal goals for 2014, whether related to work or private life.

Establishing and communicating the ETHOS style.