Kunna Indigo: Profile

ABOUT KUNNA

In our current age of denim saturation and over-consumerism in all products, KUNNA is well-positioned because there is an artisan (read: non-garmento) behind it who has a cult following in Japan (and building here) and is not obsessed with commerce. Hiro is also a great person. The realness, product uniqueness & quality comes through which I think the consumer appreciates – we are entering a period of backlash to ‘over-marketing' of brands.

That along with the trends I have heavily researched of 1) ‘affordable luxury' 2) increased men's apparel spending habits (the highest ever – it also rose at a higher rate than women for the first time ever in 2004 3) and the pursuit of the older customer (20's-mid-30's) by all major players leads me to believe that the market is opening up to ‘real' brands with real people behind them. Because this age group, (which is older, edgy, but still sophisticated) is driving the premium market (clothing and all lifestyle products) marketing using gimmicks, gimmicky partnerships, media blitzes, print?ads isn't working anymore – product, the vibe/story of a brand, exclusivity and self-discovery rule. Add the right distribution and fantastic point-of-sale experiences and a brand can be very successful.

FROM KAREN MEENA, GM FRED SEGAL

"KUNNA is one of our top denim brands –Hiro really is a guru, a true artist. He is like a god in Japan and has a huge cult following there. When I went to Japan recently, I realized he was like a celebrity – people into fashion just freaked out when they finally met him. Our customer loves it. The U.S. is fertile ground for someone like him. My customers are addicted to KUNNA's unique-ness and exclusivity - Hiro comes up with great washes, details, techniques & colors that no one else has. His passion for what he does that goes well beyond commerce. He creates Denim as Art, for denim collectors. "

ABOUT HIRO MORISE, Designer, KUNNA.

After 25 years of denim experience in Japan, designer and artist Hiro Morise moved to the U.S. in 2001 and created KUNNA, an exclusive range of luxurious denim for men and women with a relaxed, West Coast/Ocean/lifestyle feel.

KUNNA means "To Be Able To" in Swedish – insight into his special fusion of cultures. Relaxed, natural, light, simple, yet sophisticated denim artistry.

"KUNNA is a fusion my west coast surf lifestyle and, ‘wabi-sabi, or Japanese soul. Creating, enjoying, and appreciating a free and easy kind of simple air – that's how I want people to wear KUNNA, " Hiro Morise, designer.

Wabi-sabi represents a comprehensive Japanese world view or aesthetic system. Material characteristics of wabi-sabi are:

Wabi-sabi is a beauty of things imperfect, impermanent, and incomplete. It is the beauty of things modest and humble. It is the beauty of things unconventional. KUNNA is carried in Saks, Fred Segal, and American Rag and specialty stores throughout the U.S., UK, and Japan. Recent media coverage includes DNR, In Touch, In Style, Oggi (Italy), People, and throughout Japan.