☆AYUITE☆ | The 2013 Spring/Summer Collection from the Noteworthy Domestic Menswear Brand, Ayu☆Ite

☆AYUITE☆

2013 Spring/Summer Collection: A New Approach to Fit and Styling

Navy Meets Fresh Colors for a New Look

The brand name "☆AYUITE☆" comes from the Navajo language, meaning "the best, the most wonderful." Designer Hiroyuki Obara explains the latest collection, which is based on a folklore concept and emphasizes the development of original fabrics and processing techniques.

Text by KAJII Makoto (OPENERS)

This Season's Focus: Navy

—What was the theme/concept for the 2013 Spring/Summer collection?

There wasn't a specific theme.

—What are the key looks (outfits)?

The look on the upper right, "an outfit entirely in navy with varying textures," I believe captures a sense of the sea within a folklore aesthetic.

Additionally, the look on the lower right, "a navy-only outfit combining a shirt with different materials and shorts," is simple at first glance but reveals intricate details upon closer inspection.

—What are the key items?

A coverall jacket made from 12.5oz stretch denim. While typical coveralls are based on jacket patterns, this one is developed from a rider's blouson, offering exceptional ease of movement.

AYUITE | 2013 Spring & Summer Collection 02

AYUITE | 2013 Spring & Summer Collection 03

AYUITE | 2013 Spring & Summer Collection 04

—What are the key colors?

Navy paired with refined colors.

—Are there any designers or brands you are paying attention to?

New Balance, Attachment, and White Flags.

—Do you have a message for your fans?

Thank you, as always. This season, by changing the fit and styling, you can achieve a more mature look or maintain the rugged, masculine feel you're used to. Please enjoy fashion.

Key Retailers:
Isetan Shinjuku, RAWLIFE Roppongi Hills, ROYAL FLASH Jingumae, Seibu Ikebukuro Main Store Blowkage, and others.

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