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Unisex Brand HOSOI On How They Formed Their Label & Why They Don't Understand Gendering Fashion

hosoi
Claudia Bernier for HOSOI

"We always say that we don't design menswear, neither womenswear, we just design clothes."

For their Spring 18 campaign, the forward-thinking brand HOSOI tapped the talents of photographer Claudia Bernier and model Jonathan Oliva to model their ecclentic printed garments. The shirts feature graphics of wild cats baring their fangs, silhouettes of bodybuilders flexing their biceps, and little emoji, candy-like symbols.

The genderless collection includes dresses, shirts, jockstraps, socks, pants, sweatshirts, and kimonos all emblazoned with the brand's unigue designs, all of which you can purchase here.

We sat down with the brand to ask about the inspiration behind their new line, how their label was formed, and why they don't understand putting gender labels on clothes.

Related | Gallery | HOSOI's Spring 18 Campaign Features Oily Muscles & Gorgeous Printed Shirts

Tell me about the new collection--what was the inspiration, and the process of creating the clothes and campaign?

We have just launched J.A.D.E, which is mostly based in the nightlife of a danceclub, where the sweating bodies are dancing under the green neon lights. Although every collection is based on a very different topic, we have realized we always use food and music as references as we really dig food and music. Each collection has its own soundtrack. For example, J.A.D.E is also a Joe Crepusculo's song that we really love.

How do you decide what images you want to draw to print onto your clothing?

Once we have decided the name of the collection, we try to catch the main concept in just a few images. Sometimes it's a long process... but it's always so funny to look back and see all the discarded prints.

What other designers/ models are inspiring you in the industry right now?

We are more inspired by current trends in society than what's on the catwalks. We are very interested in the new ways of communication, social network, body transformations...

How does your brand interact with binary gender?

HOSOI was born because we had many difficulties finding cool garments in men's sections of the shops... we don't really understand the labels at all... Someone's wear is another way to express their own personality, is another kind of language, and we don't understand why you cannot use it in its whole just because of your gender.

Do you consider your brand queer?

We always say that we don't design menswear, neither womenswear, we just design clothes... so we guess so, but we don't want to be labeled. (Laughing).

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