KIBITSUMI is a Japanese lifestyle brand launched by Tetsuya Koishi, based in Matsumoto, Nagano Prefecture, and has been operating since Spring/Summer 2018. Centered on work, it translates sensibilities gained through farm work and engagement with nature into seasonless, genderless casualwear and products such as rice, brown rice coffee, apple juice, and honey. Its aim is to expand the circle of people who work with nature and those they love, with an unpretentious counterculture that is neither mainstream nor conventional at its core. The brand name derives from KIBI, meaning “subtlety,” and TSUMI, which has meanings including “to pick,” “to build up,” and “to acknowledge as a sin.”
Concept
A lifestyle brand centered on work. With the aim of expanding the circle of people who work with nature and those they love, it gives form to and shares what the designer has felt through farm work and contact with nature, as well as through interactions with people who live alongside nature. An unpretentious counterculture that is neither mainstream nor conventional forms its foundation.