Image Courtesy of Setchu
Born in Kyoto, Japan, Kuwata began his design journey at the young age of 21, embarking on a life-changing journey in London to pursue his dreams. He further honed his skills by apprenticing in Savile Row, mastering the art of meticulous tailoring. Eventually, he established his own Milan-based label, Setchu, and later won the esteemed LVMH Prize Designer Award in 2023, solidifying his position as a rising star in the fashion industry.
Guided by his three principles – Artisanal, Playful Functionality and Timeless – Kuwata strives to uphold these values in his brand, ensuring that his designs resonate with people and stand the test of time. Rather than chasing the next trend, the Japanese designer dedicates himself to creating enduring, essential clothing that people genuinely need.
Kuwata’s Setchu brand embodies a distinct East-meets-West sensibility, born form the founder’s multifaceted experiences. As a seasoned designer and creative director, coupled with an international worldview forged through his travels, Kuwata has cultivated a cosmopolitan design approach that seamlessly blends Eastern and Western influences.
Read on for the full interview with Setchu’s founder Satoshi Kuwata
Having to “setchu” (the Japanese term for “compromise”) certain Western/ Japanese elements to make space for the other is an interesting concept. Is compromising always inevitable in a design process?
The word “SETCHU” does not exist in the English lexicon. However, the closest linguistic approximation would be “The compromise” - a conceptual moniker that eloquently connotes the blending of Western and Japanese sensibilities that lies at the heart of the label’s design ethos.
In this way, we strive to achieve the best possible result.
Tell us about your collection available at Lane Crawford. What are the key pieces that you wish the Lane Crawford clientele to pay particular attention to?
We have dedicated tremendous care and attention to the quality of materials and intricate detailing in our pieces. We hope that the customers who shop at Lane Crawford will deeply appreciate these craftsmanship elements.
Image Courtesy of Setchu
Can you name one particular offering from Setchu that embodies the brand statement - “creating something new from something familiar”?
Yes, our versatile sweatshirt designs feature thoughtful details like zippers, allowing you to wear them in multiple configurations. We offer a range of these multifunctional configurations. We offer a range of these pieces available at Lane Crawford stores.
In what ways do you ensure your designs appeal to a global audience while still honoring the cultural roots from which they draw inspiration?
Ultimately, my core belief is that fashion should serve to uplift and delight the human spirit. Our pieces are designed based on classic, familiar silhouettes that we hope you will find comfort and enjoyment in any setting or occasion.
How do you approach colour palettes and patterns in your designs to reflect both Eastern and Western aesthetics?
The colour palettes used in my designs often draw inspiration from the hues and imagery I was exposed to during my childhood.
How do you communicate the cultural narrative behind each design to your customers, and what impact does this storytelling have on their perception of your brand?
I do not endeavour to persuade through any means other than allowing the pure joy and self-empowerment one derives from wearing my collection. However, we find it immensely gratifying when our clients feel a profound connection to the cultural resonances woven into our pieces, imbuing each acquisition with an added layer of personal significance and value.
Image Courtesy of Setchu
Do you practice “Mottainai” (the Japanese term for “sustainability”) in your design and production process?
Let’s not waste too much. It’s important for us to avoid unnecessary waste. This may not be anything extraordinary, but it is a principle I consistently strive to uphold.
Among the countries that you’ve previously lived in, which inspired/ shaped you the most?
I have a deep fondness for the countries where I have lived. I currently reside in Milan, which is conveniently located near the fabric mills and factories. This proximity is crucial for my creative process. People are lovely and food is amazing.
Shop Setchu’s latest offerings, available now at Lane Crawford
