meanswhile is a Japanese brand founded in 2014 by Naohiro Fujisaki. Guided by the concept 'Since these are everyday clothes, they are not costumes but tools,' the brand prioritizes functionality and construction as the primary purpose of design rather than superficial decoration. The name comes from 'means' and 'while,' expressing the idea that design is merely a means to an end, and the way clothing evolves with the wearers lifestyle is just as important. Outdoor and military elements are reinterpreted through an urban lens,incorporating features such as custom strap systems that allow size adjustment and transformable gimmicks depending on use. These innovations achieve a sophisticated fusion of utility and aesthetics, proposing garments as 'the closest tools to the body.' The brand received the TOKYO FASHION AWARD in 2016 and continues to gain recognition in Japan and abroad. Its core appeal lies in the pursuit of functional beauty and the creation of garments that seamlessly integrate into - and actively enhance - the wearers life.
About FASCINATE
FASCINATE is an online store where you can purchase popular meanswhile items.
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