Reiwa pt2: Hyke

Japanese fashion company Hyke has conquered the world, one fashion brand collaboration after another. Recently they added some flavor to The North Face.

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Japanese fashion company Hyke has conquered the world, one brand collaboration after another. Recently they added some flavor to The North Face.

Husband-and-wife team Hideaki Yoshihara from Tokyo and Yukiko Ode from Gunma, Japan were the designers behind Japanese cult label Green. They ran Green with success until they decided to take a break from the fashion business to start a family. Green evaporated and when it was time to get back to work, the design team reappeared under a new name; Hyke. “The name Hyke is just an arrangement of letters from our names, so there isn’t really any special meaning behind it. We believe that when making something it’s best if the brand name doesn’t have any sort of restrictive connotation behind it” says Hideaki Yoshihara and Yukiko Ode.

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Husband-and-wife team Yukiko Ode and Hideaki Yoshihara.

The concept behind Hyke is Heritage and Evolution. The designers are often influenced by older things. “Whether it’s work, military, sports, or other uniforms, we gain inspiration from old clothing, which in turn leads us to research the techniques and historical background of these vintage items. We analyse the fabrics, patterns, and accessories as raw materials, and then rework them into new forms through our own filter of ideas.”

Heritage and evolution. To evolve fashion history by our heartstrings.

Hideaki Yoshihara and Yukiko Ode

Hyke’s clothing is simple and clean, a “theme-free brand” that finds new inspiration each season. There is no ornamentation here. Generally speaking, Hideaki Yoshihara and Yukiko Ode reconstruct vintage garments. Over the years they have done many successful collaborations with brands such as Adidas, Chacoli, Beautiful Shoes and The North Face. In November 2017, they were awarded the 35th Mainchi Fashion Grand Prix.

The label is steadily gaining more fans in Western markets. What makes Hyke´s straightforward clothing look so special is the unfailing quality of their tailoring and choice of fabric. Apparently, having fewer details allows them to devote more attention to the textiles. As they say; heritage and evolution. Also check out; in January 2018, they released an album #1, it includes the music created for the installations and video work of Hyke.

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Hyke + Adidas.
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Hyke + The North Face.
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Hyke ss19.
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Hyke ss19.
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Hyke ss19.