meanswhile is a Japanese apparel brand. Designer Naohiro Fujisaki went independent in the Fall/Winter 2014 season and launched his own brand in January 2015. Its concept is “As long as clothes are everyday wear, they are tools, not costumes.” Centered on designs that enhance functionality for everyday wear, the brand develops durable, practical products. It reinterprets elements of outdoor, military, and workwear for everyday use, proposing a style in which clothing is used as a tool.
Concept
As long as clothes are everyday wear, they are tools, not costumes.
Tools accompany people in their activities, and design exists to make those tools more functional.
As tools become part of everyday life, the user’s style takes shape.
That style is what fashion should be.