ASEEDONCLOUD is a Japanese fashion brand founded in 2009 by designer Kentaro Tamai. Starting from old workwear dating from the late 19th to early 20th century, it creates clothing inspired by the lifestyles of people in various occupations. The brand is based on natural materials and incorporates wit and humor into the beauty of workwear and the identities behind it, bringing the realities of occupational life into its designs. It also operates Handwerker, a small collection derived from ASEEDONCLOUD that offers workwear suited to everyday wear.
Concept
The designs draw on the beauty of old workwear, such as that seen in photographs from the late 19th to early 20th century, and weave wit and humor into the identities behind that beauty. Each season, the concept takes inspiration from the lifestyles of people in various occupations, bringing the feel of their daily lives into the designs as a spice.