Articles
The International Unfolding of "meanswhile" Designer Naohiro Fujisaki's Capsule Collection for "THE NORTH FACE"
With sophisticated designs and functional details, "meanswhile" enjoys popularity not just in Japan, but also internationally. This time, designer Naohiro Fujisaki has worked on the design of the globally beloved outdoor brand "THE NORTH FACE" and announced a capsule collection. Let’s explore this journey and highlight some items he has created.
Clothes that Seamlessly Connect Urban & Natural Environments
Before diving into the details of this capsule collection, let's take a moment to understand Meanswhile and THE NORTH FACE.Meanswhile started in the autumn/winter of 2014 with the concept that "as everyday wear, clothing should be a tool rather than a costume." Its design work is praised for balancing coldness with warmth, showcasing unique materials, and incorporating various gimmicks, which led to winning the TOKYO FASHION AWARD 2020 in 2019 and contributing to its growing popularity overseas.
On the other hand, THE NORTH FACE, a globally recognized outdoor brand, was founded in 1966 in Berkeley, California. Known for its superior products that can withstand challenging climbs, it is equally cherished for its sharp design aesthetics.
Let’s hear from Fujisaki about how he came to design for THE NORTH FACE.
“The opportunity came from the American VF Corporation that operates THE NORTH FACE, who offered me a capsule collection under the line 'THE NORTH FACE URBAN EXPLORATION.'
"The items I designed are already on the market, but this capsule collection was unveiled together with Meanswhile during the runway event held in February this year for the 2025 autumn/winter collection. We chose a location that gave the impression of a strong artificial environment—the skate park at Ariake Urban Sports Park.
"We held it with the theme, 'urban fashion thrives because architecture complements the inherent function of clothing; when architectural shelter is removed, can clothing expand its role?'
"The keywords for THE NORTH FACE URBAN EXPLORATION are 'clothes that seamlessly connect urban and natural environments,' which resonate with the essence of Meanswhile, linking it perfectly for this announcement.”
meanswhile 2025 Autumn & Winter Runway Photo Credit: Hideyuki Seta
The Mashup of Meanswhile & THE NORTH FACE
Now, let’s take a look at the items Fujisaki created for THE NORTH FACE. Although the number of types to be released was defined by the MD map, he had the freedom to creatively design them. The materials used were selected from those developed by THE NORTH FACE, and he ended up designing around 10 items.“In designing this capsule collection, I aimed to create mashups of iconic designs that I originally made at Meanswhile with items from THE NORTH FACE, infusing Meanswhile's essence into THE NORTH FACE.
"First, I would like to introduce the 'ACTIVE WIND JACKET,' which is based on the classic mountain jacket from THE NORTH FACE, mashed up with Meanswhile’s iconic design featuring a tape collar.
"It is made from lightweight ripstop nylon, offering both light water resistance and windproof properties. The ventilation openings on the sides extend down to the hem, allowing for the body to be covered over the hip belt of a backpack.”
“Next, I’d like to showcase the 'HARDSHELL BACKPACK JACKET,' a mashup of a Meanswhile rain jacket and a trail running backpack from THE NORTH FACE.
"You can wear it directly with your belongings, and you can also detach the backpack to use separately. It is made from a highly breathable and waterproof 3-layer nylon.”
“Finally, I'd like to highlight the '3WAY JUMPSUIT.' This item separates into upper and lower parts, which allows you to wear just the jacket or just the pants.
"The design of the top is based on the details of THE NORTH FACE's ‘Himalayan Suit,’ and elements of the Himalayan Suit were incorporated into the bottom as well. Additionally, military parachute pants details have been integrated into the design.”
Design Work Expressed in Color
In this capsule collection, one of the aspects that Fujisaki focused on is "color." He shared insights on this topic, allowing us to feel the depth of the design work."In this collection, I have consciously used orange for the zippers, pull tabs, and drawcords. The main colors of this collection are two shades: green and gray. These colors embody the keyword, 'clothing that seamlessly connects the urban and the natural,' which was mentioned earlier in relation to THE NORTH FACE URBAN EXPLORATION.
"First, I chose green as a color symbolizing nature, and gray as a color symbolizing the city. Orange, in this context, is a color that stands out to humans while being less visible to animals during activities like hunting in nature.
"Additionally, orange is functionally used for conspicuous elements such as road lines and signs within the city. This orange has been incorporated into the collection as a color to connect nature and the urban environment."
meanswhile 2025 Autumn & Winter Runway Photo Credit: Hideyuki Seta
Until now, meanswhile has collaborated with global brands like "NIKE" and "CONVERSE" selectively, but accepting a design offer to work with THE NORTH FACE was a first for them.
During this interview, Fujisaki mentioned, "I want the 2025 Autumn/Winter runway to be a collection that reexamines the brand concept." This capsule collection, timed for a leap into the next stage for meanswhile, likely resulted in various chemical reactions for both parties.
While the release in Japan and South Korea is undecided, it is reportedly available in THE NORTH FACE flagship stores across other Asian regions.
PROFILE
Naohiro Fujisaki
meanswhile
Designer
After graduating from a fashion university, he gained experience at an apparel manufacturer and launched Meanswhile in Autumn/Winter 2014. Focusing on the superficial and nonsensical aspects of fashion, he develops products pursuing functionality as tools. In 2016, he won the highest award in the professional category at the New Designer Fashion Award. In 2019, he received the TOKYO FASHION AWARD 2020. His brand has gained attention both domestically and internationally, and he is expected to have a promising career ahead.
How was the article?
Share
Related Articles
