Products designed to blend into lifestyles and enable simple living

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

This season, the wardrobe of Allen Ginsberg, a representative writer of American Beat literature, served as the image source. However, while it's an image source, we've consciously incorporated a sense of the current era and trends to avoid simply copying it. Ultimately, we design with the intention of creating products that blend into lifestyles and enable simple living.
We always aim to blend mid-century and contemporary atmospheres, based on classic menswear, in our creations.

—What were the key points and aspects you wanted to highlight in this season's lookbook shoot?

The lookbook has an image that updates the atmosphere of 'First,' and I believe we've successfully conveyed the essence of HUM & RAWER.

—What are the differences in styling, silhouette, and color compared to last year's Spring/Summer collection?

We created suit sets using cut-and-sew materials, which we hadn't done before, and used dressmaking machines for plain T-shirts, introducing variations through materials and sewing techniques on authentic items. The colors are also more muted than last time, creating a pop yet mature impression.

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

The entire look expresses this season.

Items strongly reflecting the theme

—What are the key items and key colors?

These are items that strongly reflect the theme, such as sweatshirts printed with 'SUBTERRANEAN HOMESICK BLUES,' a song created by Allen Ginsberg and Bob Dylan, and cut-and-sew pieces printed with 'starving hysterical naked' from the opening of the legendary novel 'HOWL.'
In terms of materials, we've created variations in texture by printing on jersey made from highly twisted Indian super long-staple cotton and 100/2 fleece.

—What "materials" were you particular about this season?

Jersey bonded using a special yarn that hardens with heat treatment, and jersey made from highly twisted Indian super long-staple cotton.
Additionally, while we always use functional materials, this season we've used a hybrid approach by mixing British Ventile, British Millerain, and ultra-high-density polyester.

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

I'm paying attention to things that express the inherent quality of the product. HUM & RAWER presents collections each season, and we design with the intention of creating products that blend into lifestyles and enable simple living.
While the coolness of fashion is certainly important, I feel there's a growing demand for functional elements that are realistic and adapt to individual lives.

—Please share your personal goals for 2014, both professionally and privately.

To always give my best effort to what I can do right now.

＜Main Retailers＞
O (Tokyo), ANTURE (Saitama), Unlimited.-lounge- (Aichi), BEETLE (Aichi), VICE VERSA (Fukuoka), PLOT (Nagasaki), BOUNCE (Kagoshima), DILINE (Web)

Inquiries
Porta PR
Tel. 03-5794-8278
www.Portapr.jp

HUM & RAWER
www.humandrawer.com