Yohji Yamamoto launches new Wildside collaborative brand

By

Sandra Halliday

Published
Jul 21, 2022

Yohji Yamamoto has launched a new brand and conceptual project, dubbed Wildside Yohji Yamamoto, and will open a flagship store in Japan for the label this autumn. Having launched this week, for now, Wildside comes as an online platform only.

Distinguished by Yamamoto’s signature colour — black — it’s more than a fashion label and takes in collaborations across a wide range disciplines including art, interior design, and lifestyle.

But early collaborations are fashion-focused with partners including Japanese brands Needles, Noma td, Hysteric Glamour, Ambush and Minedenim.

The company said that “military, work, and sports” are the keywords for the brand with “elements extracted from the essence of Yohji Yamamoto re-constructed with a casual taste”.

The overall offer is unisex (although the imagery released so far has been shot on female models) “updated with modern customisation and functionality”.

The launch also sees link-ups with “galleries and artists who have a close affinity with Yohji Yamamoto Inc”. 

They include Akio Nagasawa Gallery that presents photographs of Tadao Ando's architecture taken by photographer Takay. And Taka Ishii Gallery presents ‘Tights’ by photographer Daido Moriyama, as well as drawings by painter Tomoo Gokita. A one-of-a-kind painting by contemporary artist Takeru Amano for Wildside will be available soon.

And to add to all this, the online platform will focus heavily on content, including interviews and dialogue articles with the collaborating brands.