Hour Legacy's rapid progress. The central figure talks about the challenge.

The designs of "Hour Legacy" are unobtrusive. As if to say that it is not cool to make an exaggerated, barking assertion, it is somehow understated, subtle, elegant, and light, blending into one's everyday wardrobe before one knows it. However, if you look behind the scenes at the universally appealing design, you will gradually see the detailed design, smart use of materials, and intelligent concept. It is a kind of design with a playful touch of universality, practicality, and authenticity, similar to the work of master Scandinavian designers such as Erik Gunnar Asplund, Finn Juhl, and Alvar Aalto.

Founded in 2005 in Stockholm, Sweden, the three creators of Our Legacy - Christopher Nyin, Jochem Hallin, and Ricardos Kralen, who joined them later - were never trained or educated as fashion designers. The only thing they have in common is their upbringing in street culture, whether it be music, graphic design, or skateboarding.

We were all trained in the DIY mentality in the underground cultural scene . From a young age, we learned through experience how to realize what we wanted to do and how to make things happen. In such a scene, it is not so much what you wear, but how you wear it that is most important, and through that, you are expected to express who you are.

Jochum, who was in Japan for an event at Dover Street Market GINZA and serves as the brand's spokesperson, says in a shy tone of voice, "I'm a former musician born in 1980. He is a "former musician born in 1980," and there is an air of dignity and humility about him. When I ask him, "Who are your role models? When I asked him, "Who are your role models?" he shut his mouth for a moment and then answered, with a serviceable spirit, as if he could see through our intentions.

Many designers probably have a goal of becoming that kind of brand, but we have never thought of it that way. If we think it's the best for us, we do it, and that's it. However, if I had to say so, I would say that I am influenced in no small way by Acne Studios, who also hails from Stockholm. They, too, started as a creative agency, not as a fashion brand, and they are always taking on new challenges without being at the mercy of the conventions of the fashion industry.

While ACNE STUDIOS started with denim, Hour Legacy began with graphic T-shirts. Within two years of its founding, the brand had grown into a fashion house that presented a full collection, and in 2008, it opened its first flagship store in Stockholm. Jochem explains his meteoric rise in a very understated tone of voice: "I've been working on this for a long time, and I've been very successful.

The flagship store sounds like an exaggeration, but it was the most pragmatic decision we made at the time. We wanted a place to experiment with new things, and since we don't present on the runway, we needed an outlet to express the Hour Legacy universe. It started as more of a cooking lab than a store.

However, their rapid growth continued with the opening of another flagship store in Stockholm in 2012, followed by a store in Gothenburg, the capital of Sweden's province. In 2014, they opened their first overseas flagship store in London, and in October of this year, their Berlin store was completed. When one hears that they have opened five stores in less than 10 years, one can't help but think that they must be backed by some big money, but it is surprising to hear that they have made it this far using only their own funds.

. We are actually very conservative. . Each step is decided by the three of us with great care. For example, if this season was very successful, we might want to try a new experiment next year. We are all self-financed, so we have to take our steps carefully."