Visvim - Future Vintage
- JungYeol Kim
- Mar 13, 2024
- 4 min read
Today, I'd like to introduce an intriguing story about the distinctive presence in the fashion industry, the Japanese brand 'Visvim,' and its director Hiroki Nakamura.
1. Before Visvim
Visvim, founded by Japanese designer Hiroki Nakamura in 2000, is renowned for its unique style that blends modern street fashion with traditional craftsmanship. The name 'VIS-VIM,' consisting of two syllables, symbolizes style for purists, with many fans viewing the brand not just as a fashion label but as a religious experience.
"I'm not a designer, just someone who makes products," - Hiroki Nakamura
says Hiroki Nakamura, ironically now one of Japan's leading designers. Visvim is notorious for selling clothing with a rustic aesthetic inspired by folklore and vintage, at luxury price points. While it might seem like peasant attire to the uninitiated, it holds a special allure.
As the founder of the Visvim brand, Hiroki Nakamura started the brand after working with sportswear brands like Burton, Kaws, and Mastermind. Unable to find the true essence he sought, he established Visvim in 2000.
As the founder of the Visvim brand, Hiroki Nakamura started the brand after working with sportswear brands like Burton, Kaws, and Mastermind. Unable to find the true essence he sought, he established Visvim in 2000.
Did you know Hiroki Nakamura had a career as a musician before starting Visvim? He traveled the world as a musician, encountering various cultures and arts. His experiences, including his study abroad in Alaska, likely influenced his artistic sensibilities and inspired him to found the Visvim brand. Even now, Nakamura spends only one-third of the year in Japan, traveling the rest of the time to collect vintage items and gather inspiration globally.
Moreover, Hiroki Nakamura majored in architectural engineering at university, fostering a rich knowledge of design and visual aesthetics. This academic background greatly aided him in integrating aesthetic elements and modern design into Visvim's products.
Moreover, Hiroki Nakamura majored in architectural engineering at university, fostering a rich knowledge of design and visual aesthetics. This academic background greatly aided him in integrating aesthetic elements and modern design into Visvim's products.
2. Future Vintage / Non-Fashion
Visvim captivates purists with its enchanting natural quality, practicality, comfort, and restrained, elemental design. Hiroki Nakamura's 'non-fashion' approach, ironically, became the key factor loved by fashion enthusiasts.
Operating in Tokyo and New York, Nakamura loves the energy and diverse cultural backgrounds of cities. He designs his products primarily for himself. "When designing clothes, I always ask myself, 'Would I wear this? Would I feel happy and comfortable wearing this? There must be an emotional connection between me and the clothes. That's the validation process."
“To make good things, I have to start at the beginning — at the origin — with the raw materials. I cannot just add a logo to something that already exists.”
Hiroki Nakamura's personal style is defined by the word "freedom." He founded the Visvim brand at the age of 29 because he couldn't find the products he wanted, aiming to create beautiful and long-lasting products.
Visvim is famous for its exquisite blend of traditional craftsmanship and modern street fashion. His concept was not just about making fashion items but about imbuing them with deeper meaning and stories. Visvim's main allure lies in its exceptional comfort and excellent material selection, particularly favoring natural materials like leather, cotton, and linen, and completing products with handcraftsmanship and intricate techniques, pursuing a charm that cannot be replicated in factories.
His designs emphasize outstanding aesthetic sensibility and originality, combining traditional patterns with modern design while incorporating inspiration from Japanese culture and Western streetwear to create a new style.
3. Oh, I see why it's so expensive and sexy!
Visvim products are known for their high prices. Of course, if you buy directly from Japan, it's not as expensive as it is in Korea. Nonetheless, the value lies in excellent design, materials, and high quality, enjoying immense popularity among fashion enthusiasts and celebrities.
Through the Visvim brand, Hiroki Nakamura aims to convey deeper meaning beyond simple clothing. His brand, created with warm love and passion, quickly gained attention in the fashion industry, and his infinite creativity and unique charm will continue to astonish us.
As of 2021, Visvim's annual revenue exceeds $100 million, a result achieved due to its diverse product range and global popularity. Superstars like Kanye, John Mayer, Travis Scott, Eric Clapton, and RM have undoubtedly contributed to this success. RM's story of purchasing Visvim from a second-hand market has already become legendary.
4. Visvim's Charms: Roots and Contradictions
Why is Hiroki's Visvim so appealing? I believe the reason lies in 'roots and contradictions.' Every creative individual has a strong inclination towards origins. 'Where did this come from? What are the roots of this? What's more fundamental than this?' Visvim starts its design journey from 'vintage' and 'traditional folklore,' and it's produced in traditional ways.
There are many brands like this in the world, but they couldn't become world-wide hits because there's no contradiction within them. Visvim creates contradictions through mixing, and through that, it became a brand that's attractively calculated in the right amount of contradiction.
Mix of past and present
Mix of Western and Eastern cultures
Mix of folklore and streetwear
Mix of humble-looking clothing and luxury-grade prices
Photo of Hiroshi's house
5. Do They Make Good Women's Clothing Too?
Starting from shoes... and now offering various lines, Visvim's women's clothing is also very appealing to me. Women's dresses. You can buy them for as little as $100, and summer dresses are so beloved in the vintage scene that they're like cash-cows. Thursday Island dresses are all the rage these days! For those who aren't satisfied with that, I recommend Visvim's dresses or skirts. Um, but... the patchwork maxi skirt P.W. right below is priced at $5,160!
Visvim continues to operate as the GOAT of the fashion world, and his special ideas and designs inspire many fashion enthusiasts. I sometimes introduce Visvim at Watermelon Vintage... Ah~ I want to collect some too. Is there any other honor greater than being a target for collection as a brand! For now, take a look at this bag below.
PS_ Check out the brand below! Make sure to see it!
Since we're here, you should listen to Hiroki's actual voice too, right?!
Overall, Visvim represents a unique blend of heritage and modernity, craftsmanship and innovation, appealing to fashion purists and enthusiasts alike. Whether it's the carefully selected materials, the meticulous craftsmanship, or the profound philosophical underpinnings, Visvim continues to captivate the fashion world with its timeless appeal.
Comments