Japanese brand Facetasm collaborates with Coca-Cola on a workwear-inspired collection
- Founder Hiromichi Ochiai, finalist of the LVMH Prize 2016, on creating something new out of the soft drink’s archive
- Unisex fashion label celebrates the individuality and fearlessness of its customers
What is the idea behind the Coca-Cola collaboration? “Coca-Cola is an iconic symbol of pop culture and can be regularly spotted on the streets of Tokyo. After my visit to the Coca-Cola headquarters in Atlanta, in the United States, I was inspired by its extensive archive, especially the workwear pieces. By combining Coca-Cola and Facetasm, we have been able to make something new, creating my own story while also showing their historic vintage workwear.”
Who is the Facetasm customer? “I can’t give you one clear description of the Facetasm customer. They are mostly people who are not afraid of change or our strong designs. The brand’s evolution has depended heavily on individual values.”
What made you go into fashion? “It has always been my dream to become a fashion designer. After graduating from Bunka Fashion College, I worked for eight years at a textile company that supported Tokyo fashion. Then, in 2007, I launched Facetasm as a unisex brand.”
What does the name mean? “The name comes from the word ‘facet’, which means various sides. There are lots of sides in one object. The side of the object and the back of the object might have a different meaning. We do not stick to a rule. We aim to create clothes that move people’s hearts, andare fun.”
Tokyo has long been a source of inspiration for you. What feels exciting right now? “It’s true that I am still greatly affected by life in Tokyo. We are proud that our designs represent the city in the best way possible. Now that my son is three years old, my life pretty much revolves around him, and looking at things through his eyes is valuable for me as a designer. I think, when I look back in a few years, the designs I have created during this period will be extra special.”
