Meanswhile Spring Summer 2022 at London Fashion Week

BRAND OVERVIEW

Born from the concept of “clothes are not a garment, but tool of daily wear,” meanswhile abandons all superficiality from its design in pursuit of the durable and utilitarian. With strong utilization of high performance materials and emphasis on design-driven details, elements from various fields such as outdoor, military and work wear are re-interpreted and presented through styles suitable for everyday wear. Designer Naohiro Fujisaki is a winner of the 2020 Tokyo Fashion Award Prize.

Clothes are not only a costume but also a tool as a daily wear. Design for tool, Tool for purpose. Purpose turns to style, and then style should be a fashion.

All images courtesy of Meanswhile

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