CREEP by HIROSHI AWAI ファッションブランド 2011年春夏メンズコレクション

CREEP by HIROSHI AWAI 2011 SPRING／SUMMER MEN'S COLLECTION

CREEP by HIROSHI AWAI 2011 SPRING／SUMMER SEASON － BRAND Q&A

Q1. Please outline your concept for SS11 and the reasons behind it.

The concept for SPRING/SUMMER 2011 is combining the US Marines military wear and New York bohemian artists life style. The reason why I wanted to combine these two elements is I love the simplicity and utilitarian details of military / work wear. And I also love the informal and dirty, but elegant looks NY bohemian artists in the 80's had. I always thought there is a similarity between those two completely different life styles, which is their disregards to formality for their work/crafts. I thought it would be interesting to combine those two elements by finding a common ground.

Q2. For this season, what fabrics are you paying attention to?

Linen played the most important role in this collection. The natural texture/wrinkles linen has was the essential to capture informal and rough look.

Q3. What role does color play in your SS11 collection?

The color also has important role in this collection. Blue was my theme color for this season. So the denims are bleached to light blue so that they work together with bright teal blue of shirts. Also, our overdyed dungaree shirts are overdyed with various tone of blue.

Q4. Please choose 3 key items from the collection and outline why you chose them.

Enzyme washed work shirt, Floral pattern 3 pieces(shorts/vest/jacket) and Towelket Parachute jacket. I think these three styles speak the theme of the collection most.

Q5. Please tell us what things are important to you when thinking of a new design.

There are so many important things I pay attention to when I design. But one thing I always have to remind myself is not to design just for the sake of designing. Sometime I tend add details or designs to a garment just to make it different from others and forget to look at the garment objectively. It doesn't have to be complicated or different to be nice garment. Keeping it minimal and simple is my design philosophy.

Q6. What do you think of fashion in Japan?

I think it's very advanced in many ways. A lot of the time, that's where I get inspirations from. I always try to pay attention to how people are dressing in Japan right now and what other japanese designers are doing for their lines.

Q7. Is there any other brand news that you would like to tell us about?

We'll be showing our collection at WORKROOM trade show from August 17 ~ 19 in Vegas. So if there are any japanese buyers who are interested in carrying our S/S2011 collection, please come by our booth.

Q8. Finally, please give us your thoughts on our website JAMOOL LIFE.

I've been living in Canada for past 10 years. So this is first time I heard of the site. But it looks very nice. I will keep checking out from now on.

Thanks very much!

go to OFFICIAL SITE

CREEP by HIROSHI AWAI

Designer

Hiroshi Awai

Hiroshi was born in Osaka Japan in 1976 and grew up there until he was 24. Hiroshi moved to Toronto Canada in 2000 to pursue his dream of becoming a music producer.
However in 2005 when his brother started to seek the expansion of his business in North American market his brother asked Hiroshi to help CREEPʼs business expansion in North America. At first Hiroshi started helping CREEP as an adviser (on the side of his music activity) to consult and guide the lineʼs direction in North America. However he quickly became attracted to fashion industry and in 2008 he officially joined the company as menʼs creative director. Although Hiroshi has never had any formal training in fashion because his father had worked for a clothing line for over 40 years he was always around the fashion industry ever since he was little.

Philosophy

My philosophy for CREEP is ”complexity within simplicity”. I think designers sometimes design their clothes for the sake of designing and overdo it. I always try to avoid that when I design my collection. Men who wear CREEP are someone who has their own styles. My clothes are just there to enhance them. So when I come up with complex ideas and designs I try to execute them in as simple form as possible so that they collaborate with people\'s individual styles.

CREEP was founded in Osaka Japan by Kiyofumi Awai in 1997.

In 2008 Kiyofumiʼs junior sibling Hiroshi based in Toronto Canada joined CREEP as menʼs creative director and launched an exclusive menʼs line CREEP by Hiroshi Awai. Since then Hiroshiʼs CREEP has sold its cutting-edge designs in dozens of stores worldwide including ASOS BLACKBIRD HARVEY NICHOLS HONG KONG ODIN STEVEN ALAN and more.
Hiroshi is taking the line in a new direction by combining innovative Japanese design with his passion for the simple beauty of functional American work wear.