Ethosens “Cover of Life”

What wraps you?

The 2010-11 autumn/winter collection was created from the images of receiving a life by the mother’s body and the birth into the world. It is the space wrapped with ultimate safety. Humans are mysterious, sensitive, and irreplaceable.

For the season, we took the meaning that wearing clothes is not only for the body but also for the spirit and created the collection under the theme of “Cover of Life—What wraps you?”

People are vulnerable and live by wrapping with something. It may be Love, Emptiness, or a Fence.

About Ethosens
“Ethos” has the meaning of ‘habit’”, while “sens” has the meaning of sense.

Ethosens was born by fusing these two words.

We think that there is a new discovery by paying more attention to all sense to be born from habit.

We aim at the innovative expression that can become the standard in the future, and we want to pursue the essential creation that can bring new a sense of values in the world.

Ethosens is the creation of Yui Hashimoto, who graduated from Esmod Tokyo in 2000. Afterwards he worked as an assistant in YAB-YUM and LOLO of the fashion brand.

Ethosens was launched in 2007 and presents its collection twice yearly in Tokyo.

View the entire collection here.

Photos & text Copyright Ethosens.

Ethosens “COVER OF LIFE/What wraps you?’

Yui Hashimoto is a Japanese designer that is deep in creative thought.

For autumn/winter 2010, Yui has created a collection for his label Ethosens, drawing from the images of giving life through natural birth from the mother’s body.

He defines the collection as “space wrapped with ultimate safety.”

Yui goes on to say, “Humans are mysterious, sensitive and irreplaceable. For this reason, we took the meaning that wearing clothes is not only for the body but also for the spirit, creating the collection under the theme of COVER OF LIFE/What wraps you?”

His closing words are food for thought: “People are vulnerable and live by wrapping with something. It may be love, emptiness, or fence.”



Photo & slideshow 2010 a/w collection Copyright Ethosens.

Ethosens: Will you be a Gentleman in 2010?

For 2010 at Ethosens, Yui Hashimoto takes an incongruous approach to the rules of masculinity, punctuating his spring/summer collection with a question mark: “Gentleman?”

Completely respecting traditional styles and menswear, Hashimoto casts a slight shadow of doubt when it comes down to what he terms “modern town wear.”

In order to expand any limitations to menswear, Hashimoto expresses them in the 2010 collection, continuing where he left off last season, wherein I wrote: ETHOSENS and the Notion of "Gentleman?"



Photo & slideshow Copyright Ethosens.

ETHOSENS and the Notion of "Gentleman?"

The question mark in the latest collection of ETHOSENS sums up the thrust of this emerging menswear label, and more...

In fact, the 2009 a/w collection entitled “Gentleman?” drops a bombshell, not only on our personal concept of masculinity but also on our limited notions of manhood, casting doubt on our traditional styles!

ETHOSENS is a Japanese label that was born out of a twofold pursuit: “ethos,” which stands for habit, and “sens,” simply meaning sense.

We are all creatures of habit to one degree or another. So ETHOSENS takes what is habitual and, by making it inconsistent with our traditional concepts, beckons us to innovative discoveries that can become future standards for us.

Only by heightening all the senses can bring a new sense of values into the world. So, designer Yui Hashimoto applies an ethical sense of incongruity to the habitual rules of menswear.

After graduating from Esmond Tokyo, Yui graduallly unfolded his label, first, under the name of ETHOS in 2003, later becoming ETHOSENS in 2007.

I find this collection very timely with all the emphasis on styles like English dandyism and British gents.

So, sit back and enjoy the collection; but don't forget to answer the probing question: “Gentleman?” To be or not to be…



Photo 2009 a/w collection “Gentleman” Copyright ETHOSENS.
Slideshow 2009 a/w collection “Gentleman” Copyright ETHOSENS.