The brand represents the blending of Japanese and Western concepts - the compromise between two cultures: in SETCHU, the essence of each recognizable element is merged to create something previously unseen: its DNA is as simple as this. Drawing inspiration from classic objects, SETCHU creates simple yet functional garments through a fusion and this design ethos is applied across fashion and lifestyle essential products. Timeless. Craftmanship. Tailoring. Functionality. Travel. These few strong concepts enclose SETHCU’s philosophy where classic archetypes of the wardrobe - jackets, pants, shirts, dresses - are reinterpreted through a technique inspired both by Origami pleating and Kimono making; through unexpected folds, the SETCHU garments can be stored perfectly, ready to travel. SETCHU minimalistic sensibility, combined with high-level craftsmanship and careful attention to detail, creates clothing that is enduring and lasting in both style and function, so the actual production takes on an essential role as handmade artisanal imperfections give special warmth to the products, through the belief that playful details only come from handmade goods. The concept of unisex and interchangeability between the genders is the main focus of SETCHU branding. “Mottainai” 勿体ない is a Japanese concept expressing a sense of regret over waste, and it is used by environmentalists to encourage people to “reduce, re-use and recycle”. SETCHU uses eco-friendly fabrics from sustainable factories, sometimes even recycled. The goal is to create something modern as well as long-lasting pieces. 

Satoshi Kuwata has extensively traveled Japan and the world, gathering unique know-how on many different visual traditions. Having lived in Kyoto, Paris, Milan, London, and New York, he developed a unique approach to chic, permeated with a profound knowledge and respect for different cultures and kinds of craftsmanship in all their shapes and forms. He is the perfect embodiment of SETCHU's style philosophy: dressing with substantial doses of refinement whatever the context. His taste has been sharpened by years at both the helm of international design studios and in his roles as a creative director. A career that saw him working with Givenchy, Edun, Kanye West, and Gareth Pugh - while developing an eye for sharp tailoring at institutions like H. Huntsman and Sons on Savile Row in London. A fishing enthusiast, he will dress with the same spirit whether in a studio in Milan or when fishing in Gabon. Satoshi Kuwata is the recipient of the 2023 LVMH Prize. In 2024 he collaborated with Davies & Son to create a bespoke collection, presented in Venice during the opening of the Art Biennale. 
As of today, SETCHU presents its collections during Milan Men's Fashion Week.