A new select store that was born last fall, "JOINT WORKSThe brand is a new initiative launched by BAYCREW'S, which operates various business categories including "JOURNAL STANDARD". This is a new initiative by BAYCREW'S, which operates various business categories including "JOURNAL STANDARD," and advocates a new style that mixes street fashion with mode.
The first store, which has a branch in Shinjuku, currently serves <AssemblyA pop-up store is currently being held by a brand called "KARAKURIKU". We interviewed the designer, who is currently in Japan, to learn more about the brand, which is still unfamiliar to the Japanese public.
Assemble was founded in New York City in 2008 as a boutique, and opened its second store in Los Angeles in 2015. Assemblée was established in 2009 as an original brand," says designer Greg Armas, "but what kind of brand is it again?
The core concept of the brand is a fusion of 'vintage' and 'new clothes' . Inspiration comes from antique goods, and we aim to "let people wear history.
The brand name "Assembly" has two meanings. One is from "a group of churches and governments" that have power in a way that has nothing to do with fashion. . The other is "Assemble," which means "to assemble as a coordinated whole.
Greg majored in art and curating as a student, and after graduation, he made his living in the field of architecture, including store consulting, which is a unique title. After 15 years of self-study in vintage closures, he started his own business, "Assembly.
In order to embody the brand concept, the pop-up store displays vintage items selected by Greg himself, along with items from the "assembly" line.
A rack of vintage items selected by Greg. The denim jacket in his hand was dyed indigo again later.
The items lined up at the pop-up were mainly based on the keyword "logo. The lineup also includes a limited edition item that Joint Works was involved in the production of. We interviewed Greg himself about his passion for the items.
This item is a Joint Works exclusive, screen-printed in rainbow colors with the word "New York" as the logo.
This long T-shirt is a limited edition item created under the concept of "Future Vintage," and since each piece is printed by hand, we were conscious of the fact that each piece is brand new but has a different look and feel, just like a vintage item.
"The rainbow colors refer to hope, as in the Bible, "the dove" or "the bridge." But now it is also an LGBTQ symbol. . we chose it because it is a symbolic color that changes with different times."
As is evident in the way he names his brands, he is attracted to "double meaning," i.e., words that have multiple meanings. This shows Greg's intellectual thinking, which places great value on culture and history.
This sweatshirt has an attractive pop of three color blocks. All of the items in this limited edition were decided on the direction of creation based on whether they would fit this sweatshirt or not.
Pants with lines on the side. Available in blue, yellow, and red .
The sideline motif was originally found on the pants worn by mailmen, and I created this collection with the idea of integrating a part of the culture into fashion. The yellow is my favorite."
. A number of items that seem to resonate with the younger generation in their late 20s, which is the core target of "Joint Works". We asked him how he objectively evaluates his own brand. We asked the question, "How do you evaluate your own brand objectively?
My brand has a kind of cult following in New York and elsewhere because famous people wear my clothes. I am often appreciated for my street style, but I used to play the drums, so my inspiration comes from architecture and music, which I mentioned earlier.
. "I honestly have a dilemma: I want people to look at the essential aspects of the brand more, rather than just buying something because someone else is wearing it. . In contrast, I love Japanese people because they have their own style, mixing different elements, rather than trying to copy the whole outfit."
After listening to the entire interview, I got the impression that the concepts and philosophies that are woven into the process of creating each piece of clothing are extremely simple and logical. Yet, the designs are not complicated, and I got the impression that they have settled on a straightforward look that anyone can easily adopt.
The pop-up will be open until April 11 (Wed.), so come and experience the world of "Assembly" for yourself.
Photo_Hiroyuki Takashima
Text_Rei Kawahara
JOINT WORKS Shinjuku Store
Address: 1-2F Humax Pavilion Shinjuku East Exit, 3-28-10 Shinjuku, Shinjuku-ku, Tokyo
Hours: 11:30 - 21:00
Phone: 03-5363-7572
Pop-up: ~April 8 (Sun.)
joint-works.com
Assembly
www.assemblynewyork.com
INSTAGRAM:@assemblynewyork
