FEATURE

Translated By DeepL

Stein's first runway in Paris. Kiichiro Asakawa talks about where the brand is now and where it is going.
ssstein, towards the future

Stein, first runway in Paris.
Kiichiro Asakawa talks about where the brand is now and where it is going.

ssstein" won the "FASHION PRIZE OF TOKYO 2025" and held a show in Paris. The collection had a quiet and delicate strength that logically and carefully gave shape to invisible nuances. What did the designer, Mr. Asakawa, want to convey? The day after the show, we visited the showroom to talk about it.

  • Photo Mari Shimmura (without Runway), Koji Shimamura (Runway)
  • Text Mami Okamoto
  • Edit_Naoya Tsuneshige

As a designer and as a buyer.

-You are both a buyer and a designer.

Asakawa: I really like stores as stores, and I am always impressed in some way when I see new clothes from a buyer's point of view. I like clothes anyway, so I make discoveries in the process, and it is simply fun. I enjoy being able to offer a wide range of my own sensibilities to customers, and on the other hand, I also enjoy deepening my own expression.

Lately, the brand has become my main focus, but I would like to keep the store and continue to balance it with the brand.

-Do you think you will continue to present your collections in Paris?

Asakawa: Yes, that's right. Since we have already presented our work in Paris, we would like to continue to do so here, so we would like to continue to expand our project in our own way, so that we can deliver good products to as many people as possible.

-The important thing is still to be "uniquely ourselves," isn't it?

Asakawa: I think that by carefully accumulating projects, not only clothing, but also the choice of words and the way they are conveyed, invisible value can be created.

Asakawa: I am the type of person who would rather look each person in the eye and tell them directly about the quality of the product, rather than spreading it through the media, and that suits me. That is the only way I can do it. It may or may not produce results in terms of business. Still, I hope that I can expand in my own way, naturally, and in a good way. That is what I want to do.

-What are your goals for the future?

Asakawa: With this show, I have done all I can do now, but I would like to express myself even better. There are many cool people out there, so I hope to get closer to them and express myself in my own way, and I would like to continue making clothes.

INFORMATION

ssstein

Official Site
Instagram:@ssstein_design