Yes Yes, SOU · SOU Is Making its Mark on the Kyoto Fashion Scene

First things first: SOU · SOU, pronounced soso, means ‘yes yes.’ It’s an interjection regularly used by Japanese people during conversations to show interest in what their interlocutor is saying. It’s a Japanese idiosyncrasy to which the brand, founded in 2002 by Katsuji Wakisaka, Hisanobu Tsujimura, and Takeshi Wakabayashi, wanted to pay homage.

Iconic motifs

SOU · SOU’s creations celebrate the quality of traditional Japanese clothing by adding a modern touch. Its childlike, colourful motifs, emblematic of the brand, are designed in a nod to the beauty of the changing seasons. SOU · SOU offers tabi shoes (with two toe segments like those worn by ninja), kimono, furniture, and even snacks (wagashi) inspired by its graphic universe. Everything is imagined and designed in Japan, particularly in Kyoto.

The brand has achieved global success and has even branched out into French streetwear with the collaboration SOU · SOU / le coq sportif, launched in 2008.

More information on SOU · SOU can be found on the brand’s website.