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Mixing a Wide Range of Styles to Create a Unique World View: The Hats & Accessories of "sublimeroe"
The brand "sublimeroe" focuses on hat-making while mixing various genre styles, offering hats and apparel accessories with distinctive accents. The brand has gained popularity both domestically and internationally with its colorful items.
This time, we spoke with Katsunori Sakurai, the representative of roe Inc. and director of Sublimeroe, about the brand's roots and its latest collections.
Brand Started 26 Years Ago
"To talk about the brand's roots, it began as 'sublime' with a launch in 1999. This sublime came from 'MAD FACTORY,' the company I worked for previously."While there, I became involved in direction, and later in 2022, I became independent alongside this brand by establishing roe Inc. The brand was officially relaunched as Sublimeroe starting this season."
LIFE STYLE GOODS Focused on Hats & Accessories
Now that we've talked about the brand's roots, let's explore the brand concept and design of Sublimeroe."When discussing the brand concept, I often use the terms HAT & LIFE STYLE GOODS. This process involves starting with hats and expanding that image into clothing accessories.
"It is essential to note that we are not just a hat brand; we are a fashion brand that consciously designs hats. In expressing and embodying this, I think about questions like, 'What design would a person's socks wearing this hat have?' or 'What kind of bag would complement this hat?' and tackle our designs accordingly.
"Throughout our 26-year history, we have made clothing and explored various things, but our focus on hats has remained unchanged.
"Moreover, each season, I strive for a mix of genres, creating a balanced blend of various styles such as street, outdoor, surf, and American casual, while considering the trends of the times.
"For example, we create items with a street taste that can be matched with outdoor fashion, or outdoor pieces that go well with American casual, bringing together different genres to create cohesive season collections."
2 Iconic Hats of Sublimeroe
Next, let's take a closer look at some items from the 2025 Spring/Summer collection that capture the essence of Sublimeroe."One iconic hat is the 'FINE HANDKNIT HAT,' a cotton knit hat hand-finished by artisans in Nepal.
"This staple for spring and summer features distinctive patterns and colors each time, this season incorporating African-inspired designs that enhance the wearer's individuality."
"The next item to look at is the 'SUNSHADE SAFARI JET CAP,' which has also become a staple for spring and summer.
"This is a jet cap with a sunshade, and the shade’s fabric is foldable, allowing for tidy storage with a snap button. Additionally, it can also be folded inside the cap, making it a versatile 2-way item that can be worn as a jet cap without the sunshade.
"This item has been released several times in collaboration with the apparel brand 'BAL' and is popular for its unique designs that are not often seen elsewhere."
LIFE STYLE GOODS Inspired by Hats
Now, let's introduce some LIFE STYLE GOODS beyond just hats. Items inspired by hats that are easy to use and have a distinct atmosphere truly express Sublimeroe's unique character, which transcends being just a hat brand."Allow me to introduce two types of sandals released this season. The soles are made of EVA material［1］, while the uppers are crafted from PVC (polyvinyl chloride).
"EVA material has been widely used in recovery sandals in recent years, and we drew inspiration from its cushion-like quality. The sandals are designed to have rebound and are incredibly soft, making them comfortable to wear.
"The two models we are releasing are styled differently to accommodate a broad range of tastes, making them suitable for outdoor scenes, town use, and even as indoor wear."
"Lastly, I'd like you to take a look at the 'PATTERN BIG SCARF.' Similar to the FINE HANDKNIT HAT mentioned earlier, this scarf is handcrafted with hand-printing techniques by artisans in Nepal.
"It is made of modal, a type of rayon often used in Italian scarves, which offers a subtle luxury feel and is a soft material that conforms nicely to the skin.
"The scarf features unique and rare patterns inspired by interiors, vintage styles reminiscent of the 1980s, and African fabrics.
"Measuring 90cm x 90cm, it is a large size that can be utilized in various situations."
Sublimeroe's Market is Global
Currently, items from Sublimeroe can be found at select shops nationwide, and the brand is also focusing on international expansion.Previously, they participated in exhibitions in New York, and now they take part in biannual exhibitions in Paris, with around 20 to 30 retailers in countries such as France, the UK, Belgium, Italy, the USA, China, South Korea, and Australia, with plans to increase that number going forward.
Additionally, they are preparing to launch an official online store this summer to create a space for direct communication with users.
With a modern touch that is playful and infused with spice, the unique combinations of materials and a wide range of color variations contribute to the originality of Sublimeroe.
I look forward to keeping an eye on Sublimeroe's new developments after just having refreshed its name.
[1] EVA material is a synthetic resin created by the copolymerization of ethylene and vinyl acetate, possessing rubber-like elasticity and flexibility. It is water-resistant, lightweight, and durable, making it suitable for a wide range of applications, including shoe soles.
PROFILE
Katsunori Sakurai
CEO of roe Inc. / Director of sublimeroe
Joined apparel manufacturer MAD FACTORY focusing on hats, participated in the product design of the predecessor brand, Sublime, in 2011. Independent in 2022 after inheriting the brand. Launched Sublimeroe with a new concept for the spring/summer season of 2025, expanding both domestically and internationally.
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