The Refined Multiplicative Design Work of 'Meanswhile'

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The brand 'meanswhile' is renowned domestically and internationally for its functional and refined designs. The brand's 2024 Spring/Summer runway show, celebrating the 10th anniversary of its founding, garnered a great deal of attention.

Today, we catch up with the founder and designer, Naohiro Fujisaki, to discuss the item trends from the brand's foundation through the current season.

Scenes from meanswhile 2024SS Runway Show

More than Just an Everyday Attire, Clothing is a Utility, Not a Costume

'While working in production management at two apparel companies and continuing my job, I wanted to create a backpack that I'd want to use and had been focusing on designing such a product. It took about three years, and when I completed it, I thought, 'I've made something good, I can challenge this as a brand'. Hence it led to the establishment of the brand.

"The backpack I created is called 'Outside', and it is still a vital product for meanswhile.

"'Why I made Outside' became articulated as 'More than just an everyday attire, clothing is a utility, not a costume.' Since outdoor products are used for various activities and purposes, you must own several kinds to switch between them.

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