Designer Yusuke Koga launched the brand for the fall/winter 2018 season.
The concept is to create new value by adding "Scare's" own interpretation to existing clothes. The concept is expressed by comparing the clothes to music, a mash-up approach that creates new music without losing the charm of the original.
Last season's visuals were art-directed by Shohei Yoshida, famous for his collages of photographer Daido Moriyama's photo collections, and brought to life the ethereal world of black and white. This season's theme is "White Camouflage", expressing various styles of white.
The new approach, starting from the second season, is to "produce all collection items, except for standard items, in a limited edition of 10 pieces." This is an unparalleled and unique approach that throws all the advantages in sales into the mix.
The aim behind this is to break the imbalance in the fashion world of low-cost mass production. It raises the issue of the declining value of clothing, which has been depressed by the excessive number of stores and production.
Scare's goal is to find rarity and individuality in the clothes we wear on a daily basis, and to make us rediscover the value of "wearing" them.
In its second season, "Scare" has created a stir in the fashion world. It is a brand that we cannot take our eyes off of in the future.
Text_Rei Kawahara
anthings Co.,Ltd.
Phone: 03-6447-0135
