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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Simple Project

Simple Project is a contemporary fashion label rooted in minimalist streetwear and the City Boy aesthetic. The brand emphasizes relaxed silhouettes, functional utility, and a neutral color palette. It represents a subculture focused on understated everyday wear, prioritizing fabric texture and structural proportions over conspicuous branding.

History

Established in 2016 in China, Simple Project emerged during a shift in the domestic market toward minimalist garments and technical construction. The brand gained recognition for adapting Japanese editorial styles to a broader Asian audience. It played a significant role in the rise of independent Chinese labels that moved away from graphic-heavy streetwear. By focusing on versatile basics and architectural cuts, the brand contributed to the normalization of gender-neutral, oversized fashion within contemporary urban wardrobes.
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