Nanamica does not have a stacked logo, this Japanese Harajuku brand is even more popular

Nanamica 2018SS

" Khaki-Themed "

The originator brand of urban function wind

Don't play logo but concentrate on quality

Nanamica, one of the three major brands of Japanese mountain style. When it comes to functional winds that have become very popular recently, nanamica is a brand with a very functional wind, and more precisely, the originator of outdoor winds.

Founder Eiichiro Homma (Ryohei Ichiro) worked in the Outdoor Sportwear Division of GOLDWIN INC. in 1982 when he was responsible for sales, planning and design of outdoor functional clothing. During this period, he not only contacted many advanced high-tech fabrics, but also accumulated rich design experience.

In 2003, Honjoro established nanamica. At the beginning, he only sold overseas products. For instance, TNF and Champion were all released at namamica. In 2005, they officially launched their own designs.

The reason why the brand is called namamica is because nanamica means “Family of the Seven Seas,” and Honjoro believes that his design is for the person who loves him, regardless of nationality or thought.

Honjo Eiichiro

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Since he has had experience in selling outdoor functional clothing, we have always focused our attention on the outdoor function.

In his eyes, utility and sports are the most important core of the brand. In short, it is the nanamica's pursuit to reflect the greatest functionality with the least design.

Since the 1980s and 1990s, the Japanese have gradually adopted the outdoor wind as a new trend, but at the time, only functional outdoor apparel without aesthetics could not meet people's needs.

Nanamica Kobe shop shop view

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To this end, Honjoro is rooted in the needs of the city. Combining high-tech functional fabrics and traditional materials, the functional elements contained in the outdoors and sports are refined and integrated into garments that meet everyday needs. This is the essence of urban light performance style. Techwear.

To put it bluntly, it is an outdoor function suit that can be used in a kitchen that is both beautiful and practical.

Profile of the daily minimalist namamica

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Since the flagship day-to-day, such as trench coats, shirts, T-shirts and other natural products can not be less.

In terms of materials, Gore-Tex, Cordura fabrics, and professional outdoor functional coats, suits, and other items are now common. However, the earliest to do so was namamica.

As the first brand to create “functional aesthetics”, namamica broke the line between traditional outdoor apparel and urban trends. It found a subdivision between traditional outdoor and fashion, innovating the existing fashion pattern. It has also directly affected the trend of the Japanese trend industry in recent decades.

There is also a lot of articles on urban function winds to do

Every season is changing in the same change

Based on the urban function of nanamica, every season is constantly reviewing and developing the meaning of techwear.

| Spring Summer 2017 |

In the spring/summer 2017 collection, nanamica takes the theme of “deep place” and features signature dark blues and pure whites. It covers outdoor jackets, hoodies, shorts and other casual items. Of course, there are also suits with functional elements. , Loose profile is more suitable for everyday wear.

Lookbook collocation is also full of Japanese simple style, pay attention to uniformity, complete set of color wear looks more generous.

2017SS "Squatted Land"

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The extensive use of GORE-TEX and Cordura functional materials in the material, combined with the ALPHADRY quick-drying technology, can better reflect the outdoor function of everyday wear.

| Autumn/winter 2017 |

2017 autumn and winter series, there is no fault in the color and the spring and summer series, the iconic blue is still not small, and this season's theme is "Heavy Duty Ivy", heavy ivy style, once it was launched It is praised as "providing high-quality, high-performance apparel for the elegant but busy lifestyle in the city."

Combining elements of military and sportswear, blue, turmeric, and grey have a low-key textured color combination that is indeed more responsive to the “Heavy Duty Ivy” tone.

2017FW "Heavy Duty Ivy"

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The functional-oriented namamica functionality is still outstanding. For example, the ultra-lightweight 20D WINDSTOPPER down-filled KODENSHI made the pilot's jacket more lightweight and warm, while the quick-drying technology guarantees dryness and comfort.

2018 Spring Summer |

While continuation of the Japanese-style minimalist design, the 2018 Spring-Summer Collection combines military and outdoor elements to create a set of costumes featuring Khaki-Themed (Khaki-Themed) khakis, earthy colors, olive greens, and khakis. However, judging from the visual effects presented by the lookbook, the military use of the Khaki system continues throughout and forms a more intense system than before.

In order to highlight the topic of functionality, namamica has made extensive use of the familiar GORE-TEX in the new series, and used outdoor functional fabrics such as PERTEX that were used in sleeping bag making, which undoubtedly enhanced the physical wearability of each individual product.

2018SS " Khaki-Themed 》

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Nanamica is not only popular in Japan

It also created a fashionable style for the “Landing” North Face.

The success of nanamica is related to the former experience of the founder's Nagase Eiichiro, and it is inseparable from the trend of Japan.

Nanamica is the insight into the market's demand for beautiful and functional clothing, seizing the right time, in one fell swoop became the originator of Japan's light performance style brand.

The pioneering success of namamica attracted the attention of the American brand THE NORTH FACE (replaced by the abbreviation TNF below). As a world-famous outdoor building, TNF has a traditional outdoor style that is more than functional, but its appearance is unsatisfactory.

In 2012, TNF partnered with Nanamica to launch the NORTH FACE PURPLE LABEL, the famous high-end spur line in Japan.

The cooperation with nananica completely reversed the “professional” outdoor style in which TNF was originally too professional.

The design, in addition to the original TNF style, but also highlights the simple Japanese-style aesthetics brought by nanamica, simple, delicate, can withstand scrutiny. The choice of colors also tends to neutral colors such as blue, khaki, or white, which abandon the original pure colors that are too saturated.

In terms of material, it retains the professional capabilities of TNF in outdoor areas, such as GORE-TEX technology.

Thanks to nanamica, TNF was brought to the "fashion of outdoor clothing" this road. But it is also relying on the strong brand influence of TNF, nanamica was able to spread the urban function of the wind to a wider audience, and set off an upsurge of urban outdoor wind wear.

A circle down, nanamica's clothing can not see a trace of the logo, but a very strong style is enough to make it stand out.

As a design approach, logos, if over-flooded, will create a stereotype of a large logo, which is the biggest damage to the trend industry.

The decompilation of namamica, among the Harajuku logos, looks like one of them. However, Shen Shenxin really focuses on the product, delving into the demand and providing consumers with quality products, and combining the aesthetic meaning with practical significance, nanamica proves that as long as there is a good product, it is still popular.