Tagline
“BEAUTY EXISTS IN THE PRESENT MOMENT, DEVOID OF PAST AND FUTURE, AND IT IS BECAUSE OF THIS, IT IS ALWAYS ALIVE.”
WHY NOT NOW is a line launched by Chaos in 2024, centered on denim and cut-and-sew pieces—items worn close to the skin. Developed by a team of designers with director Misako Kushibe at its core, it views denim and innerwear as “universal and always close to the skin.” It is presented as a new standard in denim style.
Concept
Denim and innerwear are universal presences that are always close to the skin. The concept behind “WHY NOT NOW” arose from the idea of standing alongside and cherishing these indispensable presences.