Line to Love: TOGA
photo: @togaarchives
TOGA is a best kept secret within fashion insiders. Designed by Yasuko Furuta who launched the Tokyo brand in 1997, the TOGA collections consists of womenswear, menswear, shoes, accessories . Furuta is well known for reworking Western styles with Japanese silhouettes and textile contrast into colorful and deconstructed aesthetic.
The TOGA brand has proved its longevity, not only in Tokyo fashion culture, but globally from London to Paris fashion weeks. According to Modem Online, Furuta believes that the “necessary steps for continuous brand growth is that brands should keep on choosing different methods to grow, also being flexible in business helps with development as the fashion industry as it is hard to keep up with the current changes.”
* Fashion IQ is high in Japan, and production values matter and are appreciated across demographics. As far-out and conceptual as Japanese design can be, it is always rooted in bottom-line practicality, with a focus on the day-to-day. TOGA deftly plays the high-low game, offering subdued sensuality and killer quality at a variety of price points.
Furuta’s work is fuelled by her feminism from start to finish. It shapes everything from the clothing itself to the brand’s office culture. In a hierarchical society enforcing codes that weigh on everything from behavior to dress, from office towers to department store floors, Furuta sees TOGA as a way to freedom. …
*Excerpt via SSENSE
*Photos via Toga.jp to
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