Tokyo-style-fashion… What is that actually? When looking at what people wear here on the streets, you find anything from the most expensive major labels to really minor underground fashion brands you were sure to never have travelled abroad. PingMag discovered Dual – an international fashion select shop located just off Omotesando- and was truly surprised by the amazing selection of international designers. So – we thought we better share this hot fashion tip with you! Here are some images inside Dual, their latest collection and some Q&A with Akiko Suyama, the women behind all this.
Written by Uleshka
Akiko, you started Dual in February 2002 and recently things are really going well on your side. What is the overall concept for the clothes you choose?
I always try to imagine a story out of the clothes I choose for my collections. I like to imagine what types of girls would go well with the clothes and what places are suitable when they wear them. I sort of mix my “worldwide fashion information” with whatever I know about Tokyo, maybe adding some recent trends I have observed, stir well and that is how my collections come about.
What designers do you have in your current selection?
Quite a good mix – Gloria Coelho, Elisa Chanan, Spijkers en Spijkers, Drosofila, Sandra Silveira, Tarantula, Juliana Jabour, Neon, Tina Kalivas,…
Maria Bonita, Brazil
Gloria Coelho, Brazil
How close are you to the actual designers?
We are very close to most of our designers we chose. We consult each other -business wise, for example.
We at Dual always like to show the message of the designers (what they think and what they are inspired by) to our customers and buyers in Japan. We want people to notice all the little details of the clothes, background stories, even things like the name of the song they used for their fashion shows.
Are you actually trying to make a certain style and if so – do people trust your taste?
I think that many people are looking for their own style. Originality is what counts because people become more and more individual. People buy new clothes to make them happy, or they change the interior of their living room to feel refreshed or they go to a record shop to find their favorite new record… It is about re-newing the everyday.
a vivid mix of colors and shapes…
…on each Dual coat hanger
I’m always trying to put some extra passion in my daily routine, because without passion, there is boredom. If you can feel that passion when you come to Dual – I’m happy!
Where do you find the designers for your selection?
I love web sites – there is nothing more convenient to find new stuff! Apart from that, I meet designers though my friends or just discover new talents on my business trips.
Spijkers en Spijkers collection from Holland
What sort of people buy your clothes then?
Women who are “shining” and “sparkling”!
What do you actually think about “fashion in Japan?”
Japanese people usually think that Paris, New York, London and Milan are fashionable cities. But I think that the most fashionable city on this planet is Tokyo. People here are very sensitive to fashion and accept new things, trends and ideas really easily, so you can be very experimental and people will still buy it and try.
So many thing are mixed up here, but that is exactly why things look so original. I always want to do an “original” selection because Tokyo represents the world with this multi-mix.
In our shop, you can find stuff from all sorts of places: not only Paris or London, but also from locations such as Brazil and Australia. That is what creates an original style you can’t find anywhere else.
Thanks a lot, Akiko.