CONCEPT Drawing from the rich cultural aesthetics of the aristocratic society in Heian Japan, Hitoe is a concept brand that celebrates the idea of feminine beauty through the lens of type design. The name Hitoe comes from the word junihitoe (十二単衣) which refers to the twelve-layered robe worn by the courtly Heian women. Simply put, it is an extremely elegant and highly complex kimono—every element of the clothing is strenuously determined based on social hierarchy and aesthetic taste. Inspired by elements from nature, colour schemes are painstakingly selected depending on the season or occasion.
TYPEFACE Carefully broken apart and meticulously put together, the Junihitoe typeface is made up of 12 basic elements that symbolise the idea of the 12 layers in the junihitoe. A basic form is first created with reference to a photograph as shown above. This form is then used as a basis for the design of each character—beginning from lower to uppercase and numbers to selected punctuation.
T-SHIRT While a t-shirt cannot replace the rich traditions and symbolism of the junihitoe, the value of beauty as an important aspect of what makes a person “good” stays true at the core of the Hitoe brand. In essence, t-shirts are the absolute simplification of the complex attire.
The Hitoe Original: Available in 5 colours, black and white for both men and women.
Hitoe Letters: Alphabet Series (Top - Adult, Bottom - Children)
STORE The Hitoe Pop-Up Store strives to always be on our feet. When it comes to keeping those t-shirt fresh and unique, one can always count on Hitoe for excellent quality, exciting designs that will satisfy even the unadmitted hipster city dweller that you are. All Hitoe t-shirts are displayed according to series. At a glance, all the colourful and vibrant designs are visible to any one who steps in.
