Hidenobu Yasui is more comfortable with the term ‘shokunin’ (traditional Japanese craftsperson) than ‘fashion designer’. After graduating from Central Saint Martins he set up a label in London, but soon found himself drawn back to his homeland where he eagerly embraced traditional Japanese textiles and techniques. “When I produce my work as a Japanese shokunin I am passionate about opening up new ways to perceive the world with sense of Japanese beauty, honour and sensitivity that are passed on from the past,” he says. Incorporating high-quality natural fibres, refined tailoring processes, neutral tones and sculptural forms, he produces gender ambiguous clothing that aims to “bring the focused strength and delicate beauty that arises from the ephemeral.” Shokunin or fashion designer, we are official fans.
