Monday, June 29, 2009

VISVIM (say that 3x's fast...)

In era of massification, cost-cutting and chaotic branding, Visvim sticks out... about as awkwardly as it’s pronounced.

Visvim is one of those Japanese labels you hear about from time to time, usually in the context of superior handmade footwear, but is now moving towards apparel. The label was started by Hiroki Nakamura as a response to mass produced footwear from the likes of Adidas and Nike. No dis on the accomplishments of those giants! But it's as if he recognizes the demand for products that offer the exact opposite of what these brands provide. There's a very 'non-commercial' approach to his game. Like the unhurried and meticulous approach to his line.

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