SOU · SOU, the Most Japanese of Trends

05.07.2018

© SOU · SOU

First things first: pronunciation. SOU · SOU isn’t pronounced “soosoo“, but rather “soso“. The name comes from the Japanese trend of encouraging one’s interlocutor by punctuating each of their remarks with a sou sou or yes yes. Such interjections ensure the fluidity of a conversation, the doubling of the syllable essential for these human exchanges. SOU · SOU then offers a very Japanese style solution.

Founded in 2002 by textile designer Katsuji Wakisaka, architect Hisanobu Tsujimura and producer Takeshi Wakabayashi, SOU · SOU delivers new Japanese culture from Kyoto. Child-like motifs and bright colours are emblematic of the brand, designed in Kyoto, with a nod to the beauty of the changing seasons. SOU · SOU creates and sells tabi shoes (with two toe segments like those worn by ninjas), kimonos, furniture and even snacks such as wagashi inspired by their emblematic textile designs.

They have seen global success since 2008. The brand SOU · SOU le coq sportif has allowed the collective to even branch out into Franco-Japanese streetwear. It is in Kyoto that a modern and dynamic Japanese aesthetic emerges, reminiscent of the vitality of the former Japanese capital.

© SOU · SOU

©SOU · SOU

© SOU · SOU

© SOU · SOU

© SOU · SOU