Designer Yoshimoto unveils ‘FOUNDATION OF VIEW,’ focusing on casual styles and inspired by diverse artistic influences.
Designer Yoshimoto has announced the launch of his new fashion brand, “FOUNDATION OF VIEW,” following a successful career that includes training under esteemed designer Mikikanya at “EKAM” and serving as a designer for “DRESSCAMP.” Yoshimoto, who graduated from a vocational school specializing in reskilling in Osaka, initially gained recognition with his previous brand “AUTO,” which centered on high-quality women’s dressy items. However, he sought to expand his creative horizons beyond formal wear and into casual daily styles, leading to the inception of his latest brand.
The name “FOUNDATION OF VIEW,” which translates to “foundation of thought” in English, signifies a core principle of Yoshimoto’s design philosophy: “even something authentic can be reimagined or crafted in detail to create something entirely new.” He aims to reflect this philosophy in his upcoming collections by incorporating elements of subculture and artistic influences from the Royal Academy of Fine Arts in Antwerp, showcasing his diverse inspirations rooted in his youth.
The debut Fall/Winter 2025 collection, themed “Verso,” meaning “the backside” or “the opposite side” in Latin, draws inspiration from workwear, essentially presenting a creative counterpart to the offerings from “AUTO.” The collection will feature a total of 15 styles, including coveralls, casual shirts, knits, and puffer jackets, all characterized by authentic details with a modern twist.
In terms of pricing, the outerwear in the new collection will range from 80,000 to 85,000 yen, while tops like shirts and knits will be priced between 30,000 to 50,000 yen, T-shirts will cost between 15,000 and 20,000 yen, and pants will be around 40,000 yen. Compared to offerings from “AUTO,” the prices for “FOUNDATION OF VIEW” will be approximately 30% lower, aiming to attract a broader customer base.
Yoshimoto’s strategy for growth includes plans to establish wholesale partnerships in major cities across Japan. He is also considering the launch of his own e-commerce site to further reach potential customers. In expressing his vision for the brand, Yoshimoto stated, “I don’t have a desire to do flashy things like runway shows. I want to continuously propose items that fit the market while showcasing individuality.” This approach suggests a focus on practicality and relevance in a rapidly evolving fashion landscape, as he aims to solidify the brand’s presence in the competitive world of fashion.
Source: Noah Wire Services
