When one thinks of the edgy, playful, plus the social-media savvy out in the crowd, one may think of SHOHEI. The Austrian-based brand is one under the radar, bringing fresh look for young and modern fashion enthusiasts.
As the name translates ‘world peace’ from its Japanese origin, SHOHEI was created between two religious fashion makers from two different countries; Lisa Pek from Austria as the CEO and Creative Director and Shohei Yamamoto from Japan as the CFO.
The clothing pieces are made and produced not only in Austria, but other parts of the EU as well as Japan. Sticking to its values and principles of minimal, functional yet at the same time edgy and somewhat sporty, the brand experiments and interchanges elements of women and menswear designs and tailoring, evident in their majority of unisex pieces.
Moving away from the norms and being counter-cultured is what the brand can be subtly labeled as; crisscrossing between the use of modern technology and design, SHOHEI proudly features organic fabric and textiles, sans leather and animal skin in their garment pieces.
Warm tone dominates their latest SS17 collection entitled “Conservation of Mind”, adding shade to the crisp-looking blouses, culottes, coats and vests. Colors close to a honey mustard, crimson red, royal blue and a darker shade of navy blue add a wonderful warm palette to the collection.
Text Beata Primana
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DEW MAGAZINE
Text Beata Primana
CLICK LINK TO VIEW THE ARTICLE FEATURED ON
DEW MAGAZINE