HYKE - The North Face and adidas-approved Japanese label

HYPEBEAST Features - Go in-depth and learn more about the culture. [HYPEBEAST]( [Features]( February 8, 2019 [What Is HYKE?]( Everything you need to know about The North Face and adidas-approved Japanese label. [What is HYKE]( HYKE X THE NORTH FACE SS19 CREDIT: HYKE HYKE enjoys a massive following in its native Japan, slowly developed since its inception in 2013. Over the past six years the label, led by married designers Yukiko Ode and Hideaki Yoshihara, has cultivated a horde of Japanese devotees attracted to HYKE’s neutral color palettes, tweaked militaria and effortless elegance. This following has garnered stockists that include some of the nation’s largest department stores, like Isetan, UNITED ARROWS and the Japanese branch of Barneys New York. Despite the independent brand’s commercial and critical success in Japan, HYKE remained an obscurity to even the most fashion-savvy shoppers outside of Asia. That was until the brand’s collections with The North Face received such international acclaim that the partners created a dedicated Instagram page and website exclusively for the ongoing collaboration. Behind the covetable technical collaborations, however, the underappreciated Japanese label has quietly advanced its singular vision with a laser focus. We aim to evolve fashion history by our heartstrings [Eugene the Egg]( HYKE DESIGNERS YUKIKO ODE & HIDEAKI YOSHIHARA. CREDIT: HYKE In 1997, Ode and Yoshihara launched a vintage clothing store, dubbed “bowls.” “We would go buy only the best clothes overseas and then put our favorite items on display in the shop,” the designers told the Woolmark Company in August 2016. “When we found clothes we liked, we didn’t want to sell them to anyone else. We decided that we would instead make clothing that contained the essence of what we liked, and that’s how our first brand, green, started.” Veterans of two different Japanese fashion schools, Ode and Yoshihara spent time as a stylist and patternmaker, respectively, before opening the store and launching green a year later. Guided by the philosophy of beauty through functionality, green offered simple yet thoughtfully-crafted, vintage-inspired womenswear in an era that wasn’t known for understated clothing. Though minimalist fashion is de rigueur now, early 2000s style was rife with loud party dresses, flashy logos and gold accents. Thus, green’s fur-trimmed parkas, relaxed denim and muted trench coats seem even more prescient when reexamined 20 years later. A growing demand encouraged Ode and Yoshihara to introduce a brief men’s offering alongside the more expansive womenswear line, eventually taking green to the runway for the label’s final season, Spring/Summer 2009. [READ FULL ARTICLE ON HYPEBEAST →](   [Go to Preference Centre](     [More HYPEBEAST Features]( [[FASHION]( [An Inside Look at Nike & Jordan Brand's 2019 NBA All-Star Collection Reveal]( [[FASHION]( [7 Drops You Don't Want to Miss This Week]( [Get The App Free on iOS and Android]( Follow 2019 HYPEBEAST Limited. All Rights Reserved [Manage Subscriptions]( You can unsubscribe by click [here](3D--00c0af285149664255622432489068ff4564fa2c603907e9401dfc6c5a05b51a). It may take 48 hours to complete the unsubscribe process. Contact subscription@hypebeast.com for assistance on any enquiries. You are receiving this email because you have subscribed to HYPEBEAST's marketing emails. You can unsubscribe from us any time by clicking [here](3D--00c0af285149664255622432489068ff4564fa2c603907e9401dfc6c5a05b51a). Our Mailing Address: HYPEBEAST, 10F, KC 100, 100 Kwai Cheong Road, Kwai Chung, Hong Kong