ThingsToWear: Building a Fashion Brand with Purpose
"Things to Wear" is a self-initiated project inspired by the beauty and grace of Japanese kimonos and the depth of kimono craftsmanship. As this traditional craft faces the risk of disappearing, the project aims to preserve its magic, raise awareness, and encourage its continuation. In this post, I share the idea behind the brand and provide insight into each step of the creative process.
ThingstoWear is an idea of an EU-based fashion brand of authentic Japanese kimonos. It collaborates with the most talented artisans in Kyoto to create unique, premium-quality kimonos. Each kimono is crafted using traditional methods and designed to be stylish and easy to wear by women in Europe. TihingstoWear is for the woman who uses her clothes to express creativity. For the one for whom styling is an opportunity to explore herself and challenge her limits.
The idea for this project is a result of respect, appreciation, and excitement. Respect for the traditional craftsmanship of kimonos; appreciation for the work ethic of Japanese artisans, and excitement for the remarkable beauty, grace, and elegance of traditional, handmade kimonos.
The mission of ThingstoWear is to encourage and support the continuation of traditional kimono craftsmanship, which is dramatically shrinking. It aims to achieve this by expanding the market to Europe and inviting people to see the garment not just as a cultural symbol, but as a wearable piece of art. Additionally, it encourages self-exploration through styling and fashion.
Brand Name
Kimono: a thing to wear, [ki: wear, mono: thing]
Naming a brand that unites different cultures was a challenge. The idea of using a Japanese word for the brand name was rejected because it wouldn’t resonate with European countries and could limit the brand’s potential.
Since the brand exclusively offers kimonos, using the English translation of "kimono"—“a thing to wear”—was profoundly promising. It turned out to be the most suitable name for the brand’s goal, as it transforms the kimono from a cultural costume to just a thing to put on. It’s also flexible and meaningful, allowing easy and smart marketing to happen in the long term.
The brand name inspired the brand language. The word "thing," and its variations such as "something", “nothing”, “everything” and "anything," provides a strong foundation for future marketing. For example, a future ad might say, “NoThing is impossible in fashion,” or “Wear anyThing that makes you feel special.”.
Concept Development & Visual Identity
Turning to the design phase of the project, the visual identity is based on the concepts of flow and movement. While observing the kimono-making process, I found it fascinating how the silk flows from hand to hand until the final garment is complete. Also, artisans are in tune with the textile, the materials, and nature to bring a piece of art to life. This flow and movement are reflected not only in the making of the kimono but also in the wearing experience, where the garment moves harmoniously with the body. As such, the logo is directly inspired by the flow of kimono craftsmanship. Written with the slab serif font “Prestige Elite,” the ThingstoWear was made to flow and reflect the soft movement of the garment.
In kimono art, a strong contrast exists, which made color selection the most challenging part of the creative process. On the one hand, kimono artisans are characterized by their humbleness and groundedness. On the other hand, kimonos themselves have an aristocratic, artistic, and expressive quality. The question is, “How can these two concepts fit together in one color palette?”. After experimenting with various palettes, I chose a blend of dark magenta and ecru.
Selected as the primary color, dark magenta carries the energy of red and the calmness of blue, bringing a sense of luxury and uniqueness to the brand. This color appeals to those seeking something extraordinary. It is complemented by tones and shades of ecru, the natural color of untreated fabrics like linen and silk before dyeing or bleaching, which adds a sense of naturalness and simplicity. Finally, a secondary palette of four colors has been developed to bring up the brand's expressive and creative side.
Consistent with the theme of flow, a set of patterns was chosen. Inspired by Japanese art, these patterns are intended to better express and elevate the sense of flow for the audience. Thin, abstract, and delicate, the illustrations also represent the precision and detail required in kimono making.
The imagery comes to supplement the visual system. Lifestyle photography revolves around two themes; craftsmanship, and the kimono as a wearable piece of art. Through imagery, the brand highlights the dedication and artistry of kimono craftsmanship. Additionally, it shows that wearing a kimono is truly an invitation to a creative journey and self-exploration and proves that anyone can wear one.
Just before closing this project, a final idea crossed my mind: brand expansion. If a kimono can be a thing to wear, then so can a pashmina from India or a kaftan from Turkey if designed in a certain way. So, why not create a place offering collections of the most iconic garments from around the world? Why not offer “things to wear handmade in India” or “things to wear handmade in Turkey”?
But this is just a thought. For now.
If you are interested in learning more about the tradition of kimono art, and getting some inspiration here are some interesting videos to watch:
The Secrets Behind Crafting A Kimono: Understanding A Culture Symbol | Handmade In Japan | Journal
Business Insiders | Why Chiso Kimonos Are So Expensive | So Expensive
Kimono art process images: https://amamioshimatsumugi.com/
Asian art patterns: https://stock.adobe.com/contributor/202014467/sylverarts
