Tel quel is a Japanese fashion and lifestyle goods brand launched in 2021 by Ascot Co., Ltd., an apparel manufacturer based in Himeji, Hyogo Prefecture. Its product range centers on aprons and includes bags, snoods, and other items, with a commitment to Japanese production from planning and fabric selection through sewing. The brand name means “as it is” in French, and the brand upholds an approach that prioritizes what appeals to oneself over others’ opinions. The brand’s young female designers at Ascot start with what they themselves want to wear, presenting products centered on natural materials and craftsmanship by domestic fabric-producing regions and sewing professionals.
Concept
What matters is what appeals to oneself, rather than others’ opinions.