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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Meanswhile

Meanswhile is a Japanese label that treats clothing as a functional tool rather than a mere aesthetic choice. The brand emphasizes utilitarian construction and technical performance, drawing from outdoor gear and military uniforms. Its ethos centers on the idea that design serves as a practical means to an end.

History

Naohiro Fujisaki established Meanswhile in 2014 after working for several Japanese apparel companies. The brand gained international recognition for its focus on modularity and technical textiles, winning the Tokyo Fashion Award in 2019. It represents a specific movement in contemporary Japanese fashion that bridges the gap between high-performance outdoor equipment and urban daily wear. The label is noted for its complex pattern-making and the integration of specialized hardware into traditional garment silhouettes.
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