Millie Wright 20x20x20 Book

A UNIQLO X OFF - WHITE COLLABORATION

20X20X20

SIMPLISTIC

JAPANESE

CODED

YOUTH

CASUAL

How does Uniqlo ensure it is an inclusive brand?

Uniqlo stay sustainable through having a wide range of sizes, from XS to 3XL, within all their branding campaigns they use models are varying body shapes and sizes. In all look books and advertising the brand use models of all ethnicities and do not use models who all look alike. By ensuring they show a diverse range of people, also of all ages it demonstrates Uniqlo’s inclusive values. Uniqlo is also an inclusive brand with who they employ and support, with a goal of fostering a diverse workplace, they hire people of all races, religions, ethnicities, sexualities and also employ people with disabilities. Over 90% of Uniqlo stores in japan employ at least one person with a disability.

How and why does its innovation make Uniqlo stand out?

Uniqlo’s dedication to creating innovative new fabrics and products makes them stand out as a brand due to the key factor that all new fabrics such as HeatTech, Airism and LifeWear are all copyrighted to the brand. Therefore, no other brand can exactly copy the fabrics.

The way Uniqlo create new and innovative fabrics but remain creating clothing that is functional and simplistic which allows anyone to wear the products is something key to their success.

What sustainability measures of Uniqlo could work well in a collaboration?

I think that Uniqlo’s methods of reducing single use plastics would work well in a collaboration, for example using wooden or metal hangers also ensuring all packaging is plastic free. For example, creating an eco-friendly bag that is unique to the collaboration which would also mean the bag will have value. I also think when collaborating it will be important to stick to Uniqlo’s values of using cotton that is ethically sourced and produced.

Why does Uniqlo appeal to the youth of today?

Uniqlo’s current target market are young millennials aged roughly 18-30, I think the brand appeals to young people due to the affordability of its products.

Although affordable the products remain great quality which makes Uniqlo stand out among the fast fashion industry.

Although utilitarian in style, how do Uniqlo ensure garments remain fashionable?

Uniqlo prides themselves on the functionality and wear ability of their products “UNIQLO's definitive Fleece Project features some of the ultimate utilitarian wear that makes a fashion statement, while losing none of its function.� (Uniqlo Web News, 2013). I think by using solid block colours and simple designs it keeps Uniqlo products simple and suitable for layering and being staples in customers wardrobes whilst also being utilitarian in style such as the fleeces, coats and jumpers.

BOLD URBAN

STREETWEAR

CONTEMPORARY

YOUTH

“STREETWEAR” How is Off-White influenced by streetwear culture?

Off-White is a luxury streetwear brand, therefore the influence and inspiration taken from streetwear culture is hugely important to both the brand and the consumer.

“The vigour of the streetwear community is contagious” (Appear Here, 2018). Off-White has found its own space within the fashion industry as a well-presented blend of the edginess of streetwear and luxury feel of high-end designer.

“ARCHETYPAL�

How has Off-White become so archetypal within fashion?

Archetypal: very typical of a certain kind of person or thing.

Off-White has become so archetypal and distinctive over the years due to its boldness and irony; I think a huge factor of the archetypal reputation the brand has is its signature designs, e.g. The bold logos, diagonal lines and ironic quotations. These factors have become identifiers of the brand and are almost owned by the brand. If any other brand used quotations in a design, it would be seen as copying Off-White.

“COMMUNITY” Why is community at the heart of Off-White’s philosophy?

Due to it being a streetwear brand, community is at the heart of Off-White as there is such a strong community within streetwear. Off-White’s community is very digital, and online with such a large following on social media platforms and reddit blogs. Due to consumers becoming younger, OffWhite attracts Gen Z groups who spend all their money on Streetwear brands, hype beast culture definitely solidifies a strong community in which Off-White thrives.

“QUOTATIONS” Why are quotations synonymous with Off-White?

“Abloh believes that everything that leaves in the quotation mark remains to be indefinite, meaning there’s always rooms for questions. This concept very much goes in line with the ideology of the brand – giving people space to unleash their own creativity.” (Lee, 2018). Off-White has definitely made using quotations in designs its own style, from shoes to bags and sweatshirts they all include the famous bold quotation marks.

“YOUTH” How and why are youth key to Off-White’s success?

“OFF-WHITE gives the youth freedom to style themselves instead of dictating who the wearer should be.” (Lee, 2018). Streetwear is said to be the ‘uniform of the young’ (Appear Here, 2018)