Log in to manage your profile, obtain tickets and organize your visit to our fairs.
Register to visit our fairs, obtain your tickets and organize your visit.
Japanese label Nanamica has developed a devoted fanbase due to its fluid blend of traditional tailored elements with a sporting edge. With collections that feature an effortless take on progressive yet functional menswear, the brand exudes confidence via approachable fits, functional fabrics, wearable tones and cosy layers.
Its SS23 collection solidifies Nanamica's nuanced 'Heart-warming Life-Tech wear’ concept. We spoke to the brand about the SS23 concept, how it finds a balance between outdoor and streetwear styles, key pieces within the new collection, and more.
What was the initial concept behind Nanamica? And how has it evolved over the years?
Taking 'Utility' and 'Sports' as keywords, Nanamica intends to be a high-level mix of fashion and function. Keeping distance from passing trends, we make high-quality items that can remain a part of people’s lives for a long time.
How do you find the balance between outdoor and streetwear?
Although our background was technical outdoor wear, what we intend to produce under the Nanamica brand is daily casual wear. A clear difference from streetwear, utilising authentic technical outdoor wear and simple but utilitarian details.
You’ve done many collaborations over the years, what do you love about the process?
A collaboration is a mix of two different values; the value of each brand should be clearly expressed. As design language and physical function are easily recognized by our consumers, the most interesting process is adapting two elements in one garment without compromise.
What is the concept behind the SS23 collection?
Following the previous seasons, SS23 will seek further comfort by pursuing the ‘Heart-Warming Life-Tech Wear' concept. For the first 10 years since we launched at PITTI, we focused on using cutting-edge functional materials to keep out rain and wind and to quickly dry unpleasant perspiration, maintaining comfort inside of clothing.
In addition to this, we want to focus on the sense of touch that can only be offered by natural materials. Combining seemingly opposing synthetic and natural fibres into one fabric turned out to be a much more difficult task than we initially imagined. The merging of cutting-edge functional materials and natural fibres created true hybrid functional products that embody the best of both worlds. We think of it as Nanamica’s way of fabric evolution.
Please talk us through the main influences behind this collection – were there any that were non-fashion related?
In terms of supporting human life today, we follow four concepts:
HEADING TO THE OFFICE
Comfort for creatives working in the city.
HOME-OFFICE WEAR
Comfort for the new normal lifestyle, in which we work within our private space.
ONE OCEAN, ALL LANDS
A perfect way to spend a day off is to relax and spend time feeling the ocean mood.
ANY TIME WORKS
Seasonless, genderless, ageless, and genre-less is the concept for simple, versatile tech wear that can be used for a long time.
What are the key pieces that you are most excited about from this collection and why?
The most significant item for our brand is GORE-TEX outerwear, especially cotton GORE-TEX items which are made with exclusive fabric. However, we would like to highlight the new lightweight 65/35 Bay Head series: an improvement on the classic 65/35 Bay Head cloth which becomes lighter and sustainable via fluorine-free C-ZERO durable water repellent. It looks very Nanamica as it has a classic sports appearance and a benefit of sustainability.
Can you talk us through the key silhouettes that define the collection?
Nanamica’s silhouettes are mostly relaxed and oversize fits. We understand this direction is against typical Italian taste, however, it has become popular in other European countries.
What key element would you like people to take from this collection?
Our new value is developing a functional fabric with natural fibres. Please check and feel the difference compared to synthetic functional fabrics.
What was the biggest issue that you had to face during the design process for the new collection and how did you overcome it?
Since Nanamica is a Japanese brand, we intend to input some Japanese character into our design, such as a texture which can be made by a Japanese historical loom. As we mentioned above, it should be natural and functional.
What's next for the brand?
There are a lot of things which we have not yet produced. What will come next might be Nanamica athletic and Nanamica home goods.
Nanamica is an outdoor-centric casual-wear label headquartered in Daikanyama, Tokyo, founded in 2003 by Eiichiro Homma, who brings 19 years of experience designing and marketing technical marine and outdoor wear.
Combing an authentic aesthetic with performance-driven construction, the company’s design team utilizes technical fabrics such as Gore-Tex, Pertex and Cordura to create a unique range of outerwear, tops, bottoms, bags and accessories for everyday life all around the world. Nanamica, translated as “house of seven seas” in Japanese, is influenced by sports, utility and marine aspects, winning it collaborations with the likes of The North Face Japan, Champion Japan, wings+horns, Clarks and Dr. Martens, while recruiting fans the world over.
Today, nanamica is carried in over 75 retailers in 23 countries, and operates four free-standing stores in Kobe, Fukuoka and two in Tokyo, each focusing on a different aspect of outdoor life.