Tagline
Tomorrow’s ordinary
BLUFCAMP is a Japan-origin menswear brand launched for the Spring/Summer 2020 season by people including former Comme des Garçons employees. Taking as its statement “Tomorrow’s ordinary,” it examines the value of “ordinary” as it changes with the times and pursues a new basic from both foundational and applied perspectives. Its workwear-based practical clothing and witty graphic design are characterized by celebrating ordinariness and advocating, deliberately, for “not being stylish.”
Concept
The brand’s purpose is to celebrate ordinariness, viewing the value of “ordinary” as it changes with the times as a form of refinement that transcends standards of beauty and ugliness.