Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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HA.MÜ

HA.MÜ is a Manila-based avant-garde fashion brand characterized by maximalist, gender-neutral designs and a deconstructed aesthetic. The label represents a whimsical subculture that embraces imperfection and non-conformity. Its ethos centers on experimental silhouettes and a playful, anti-fashion approach to contemporary streetwear.

History

Founded in 2017 by Abraham Guardian and Mamuro Oki, HA.MÜ emerged from the Philippine creative scene as a response to traditional tailoring. The brand gained international attention after winning the Bench Design Awards, leading to a showcase at Tokyo Fashion Week. It holds significance for its role in challenging gender norms and promoting sustainable upcycling practices within Southeast Asian fashion. The label's history is defined by its transition from student project to a recognized avant-garde house.
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