STYLE LAB – “Lab” and “Love”

Hello, this is Fujiwara from KUON.

In this blog, I’d like to introduce a new release of "STYLE LAB", launching this Saturday, September 27 JST.

But first, a word of thanks.
Thanks to your support, the KUON Flagship Store celebrates its 5th anniversary this year.
We are deeply, deeply grateful!!

TBH, we still feel the absence of our former store manager Shohei... Unfortunately, we won’t be holding a large anniversary event this year. Instead, to mark the release of “STYLE LAB,” we’ll prepare some light refreshments and look forward to welcoming you in person.

What is STYLE LAB?

A Laboratory of Style — our way of researching and exploring style.

It’s a project where we experiment with fabrics, designs, and silhouettes that aren’t part of our main collection. We make the garments, test them by wearing, refine them, and only release pieces that meet KUON’s standards. Drops will come irregularly, whenever we’re ready.

Unlike the Collection Line or the more everyday-oriented Atelier Line, STYLE LAB digs into the essence of KUON’s craftsmanship, shaping the voices and ideas of the people around us into tangible form.

This Season’s Theme: Processing/Finishing

We began developing STYLE LAB quietly in the spring, but this is our first deep dive into a single theme: “processing/finishing” especially for denim.

KUON is known for using traditional Japanese techniques like indigo dyeing, mud dyeing, and sashiko. Surprisingly, however, we haven’t done much with denim processing before. But since we work with partner factories that have world-class expertise in this field, we decided to dive in.

This time, we focused on two techniques: paint-splattering and bleach. It’s our first time with paint-splattering, and our first bleach project in a while.

We applied these processes to three key KUON styles: the Kimono Collar, the Hakama trousers, and the Tapered silhouette (revived this season). For the Kimono Collar, we even adjusted the length to create a new silhouette.

Of course, the best way is to try them on for yourself, but honestly… they’re just really cool. Forgive the lack of vocabulary, but that’s the simplest and truest way to describe them.

Both the Hakama and the Tapered trousers show fresh expressions that feel entirely new.

Bleach and Paint-splattering

First, bleach.
We’ve tried bleaching before, but this time’s approach on denim feels new. Especially with the Hakama style, the effect is striking — it makes you want to pair them with a cropped top.

Then, paint-splattering.
Personally, this was a “finally!” moment for me. I’ve always loved paint-splattered items, and this time the use of color is incredible. From the moment I saw the samples, I was hooked.

The treatments also soften the denim base fabric, making the trousers far easier and more comfortable to wear—another welcome effect.

Kimono Collar Shirt
 

Tapered Trousers
 

Hakama Trousers
 

STYLE LAB = STYLE LOVE

The name “STYLE LAB” is read as “Style Love.”
It embodies both “experimentation/research” and our deep “love” for the brand and for making clothes.

When KUON opened its store in 2020, it was with the hope of creating a space for communication through fashion. STYLE LAB carries that spirit forward.

In Closing

Seeing is believing.
We hope you’ll come experience STYLE LAB in person on Saturday, September 27 JST.
For those further away, it will also be available online the same day.

Once again, thank you.
KUON has been able to continue for five years because of your support.
We are deeply grateful, and look forward to walking with you into the future!