TOKYO Men's Brand Feature: "AYU☆ITE" 2014 Spring/Summer Collection | ☆AYUITE☆
FASHION / MEN
November 27, 2014

TOKYO Men's Brand Feature: "AYU☆ITE" 2014 Spring/Summer Collection | ☆AYUITE☆


☆AYUITE☆


Focus on styling in a single tone of color and material


Spring and Summer: Mastering Navy


“We had six models with diverse looks and body types wear the collection. We hope you enjoy the navy-centric styling, expressed through these different personas,” says designer Hiroyuki Ohara about this season’s lookbook shoot. The intricate textures and details characteristic of ☆AYUITE☆ present new ways of dressing.



Text by KAJII Makoto (OPENERS)



The Latest Collection Through Four Key Looks



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

We're proposing navy more strongly as the central color. By creating a single-tone styling with both color and material, we emphasize the design and details of the clothing.

What are the key looks (coordinations) for this season?

A tailored cardigan made from thick, long-pitch slub yarn, paired with shirt-style corduroy swim shorts.

A refined knit jacket is balanced with distressed short pants.

Layered inside a hand-knitted denim knit are a shirt jacket and a cardigan, both made from rug fabric. Different textures and patterns are mixed in the same color family.

A military set-up style featuring a blouson and matching shorts in indigo camouflage jacquard.


AYUITE | Spring/Summer 2014 02

AYUITE | Spring/Summer 2014 05

AYUITE | Spring/Summer 2014 07



What are the key items and the "materials" you focused on this season?

We focused on "knits," such as summer jacket knits made from thick 1/1.9 slub yarn, and denim knits hand-woven from 4.5 OZ denim fabric cut into 12mm wide tapes.
We also recommend a material that combines three types of indigo fabrics: jacquard, chambray, and hickory stripe.
Here, we propose a stylish military item in the late 60s L2 model without epaulets.

Key Retailers:
Isetan Shinjuku, ROYAL FLASH stores, RAW LIFE stores, ESTNATION Roppongi, LOVELESS Aoyama, Hardi Vagu (Takasaki, Gunma), MERCURY (Utsunomiya, Tochigi), Rnmble Fish (Nagoya, Aichi), K's clothing (Osaka), R&Co (Wakayama)

Inquiries
GEM PROJECTOR INC. SHOWROOM
Tel. 03-6418-7910