Stitched with Soul: KUON atelier by SG

Hi this is Shohei.

With the cooperation of Sashiko Gals, we are proud to announce the launch of our new project, "KUON atelier by SG".

It has taken more than six months to bring this project to life. From planning and design decisions to sample creation, size development, body color selection, pricing, and overall execution—this journey has been filled with first-time challenges and continuous learning for me.

Of course, I couldn’t have done this alone. The entire KUON team provided the necessary structure and support to make this happen. Through this experience, I've gained a newfound respect for designers who release collections every season.

For more details about Sashiko Gals, please refer to this page.

Introducing Our Carefully Crafted Lineup

First, take a look at the stunning visuals captured by our visual team.

Add them to Your Wardrobe Now

For the first release of KUON Atelier by SG, we are introducing three items: a crewneck sweatshirt, a zip hoodie, and pants. We chose sweatshirts because they are beloved across a wide range of styles, from classic to streetwear. Simply put, we want as many people as possible to wear them.

This project was born from the desire to spread the name of KUON, to have more people wear KUON clothing, and to create a lively store where people gather from opening to closing. This vision is also a bit of my personal dream.

As more people visit our store, not only will we connect with our customers, but customers will also connect with each other. Wouldn't it be exciting to meet people you wouldn't normally encounter in everyday life? “Intersecting sashiko threads weave new connections.” In an age where social media and smartphones allow us to interact without meeting in person, real human connections have become even more valuable.

A Truly One-of-a-Kind Sweatshirt

It's just a sweatshirt, but it's not just a sweatshirt. The item that originated as sportswear is now a fashion necessity. 

The history of Sashiko dates back over 500 years. In the past, people did not discard worn-out garments but instead mended them with patches of linen or cotton fabric, continuing to wear them. This tradition has transcended time and found new life, using these daily wear as its canvas in the form of KUON Atelier by SG sweatshirts.

Each piece is carefully handcrafted by skilled artisans, embodying the warmth and individuality of human touch—something machines can never replicate. The uniqueness of each artisan’s stitching results in truly one-of-a-kind pieces.

Some feature bold Sashiko stitches, others showcase intricate and delicate stitches, while some have an irregular yet charming aesthetic. There is sure to be a sweatshirt that speaks to you at first sight.

Limited Availability

While we want as many people as possible to enjoy these pieces, each sweatshirt is hand-stitched by skilled artisans.

We have produced as many as possible, but due to the nature of the craftsmanship, they will be available in limited quantities. We would love for you to see them before they sell out.

Thank you!

[Sales Information]

March 15 (Sat) Noon JST at KUON Flagship Store

March 15 (Sat) 8pm JST at KUON Online Store

*Please note that inventory is shared between the physical store and online store, so items may sell out quickly.

Thanks, sold out!