DUAL-ISM mixes vintage with the future, utilizing the most advanced technology on styles of the past transforming and reshaping them into modern and contemporary designed garments.
From Street To Extreme" Implies the intention to go across the ordinary and the extraordinary with imaginative thinking:
1. DUAL-ISM is a project of sartorial engineering that mixes innovation and tradition.
2. The project shall be a long-standing one based on the concept of "connecting".
3. It shall exhaustively pursue the potential of sportswear that is attractive and functional.
4. It shall develop, "timeless products" that can maintain their appeal beyond fashion.
The key concept of the project DUAL-ISM is to ‘connect’ contrasting elements: city and nature, ordinary and extraordinary, digital and analog, classic and modern, the past and the future…
They would never be joined without someone’s voluntary efforts. Significantly, the project aims not merely to develop premium products, but to create new values through the development of premium products. DUAL-ISM won’t live up to its name unless it brings about values and excitement
FW14 topic is
'KASANEGI' = layering
is a Japanese word meaning ‘dress in a rough but smart way’, dressing lighter as well as more comfortable, expressing the technology of the garment on inside. For jersey items, we promise your relaxation and comfort by using loose and soft cotton. Outerwear has the function to adapt to several weather conditions. Super light polyester fabric and vintage taste cotton express the technology of DUAL-ISM figuratively. For light jackets, we use a hybrid fabric made from cotton and polyester. The functionality to adapt to simple changes in weather condition as well as the natural touch of cotton is included. The extreme durability of our Kevlar fabrics and our Cordura items combined with the micorfibre nylon and light weight down jackets offer a complete range of products.
Global environmental situation is dramatically changing, so we need to protect ourselves from all kinds of weather conditions by using fabrics for all weather conditions as well as temperature regulatory system.
'KASANEGI' is a way of thinking since ancient times in Japan: add a layer when getting cold, take off a layer when getting warm. This simple, primitive method can adjust to a lot of weather conditions. For most of the jackets of DUAL-ISM PROJECT offers a detachable liner.
Since its foundation in 1935, Descente has developed and supplied sportswear which boasts excellent kinetic functionality, comfort and durability, as it has committed itself to a whole series of researches involving world's top athletes in quest of functional beauty, the company's passion. It has been a journey filled with constant "creation and challenges". They have come up with innovative structures and shapes that could effortlessly satisfy the demands of diverse movements, which might well demonstrate the company's relentless "dedication to craftsmanship" of expert workers. Descent's product development encompasses a wide range of activities, from skiing and other winter sports to track & field, swimming, baseball, volleyball and basketball. Its high quality has been endorsed, best of all, by the fact that it has delivered its products to Olympic and other national teams.
Yono's design philosophy is that of Primal Futurism. It all got started with the inspiration drawn from functional and practical military wear and working clothes that go back to the period from the 40's to the 70's. Yono succeeded in creating its own design concept that can stretch and expand from street to extreme by mixing the vintage with the future, being aware that good products proven over the course of time can transform and redesign themselves, when combined with futuristic technology for an exciting chemical reaction. What also distinguishes Yono is its discerning selection of materials based on genuinely traditional techniques that have been handed down from ancient Japan: textiles produced by master craftsmen and fabrics treated with special processing/ dyeing techniques.
designer art director
Born in Fukuoka.Ono spent his childhood in Kyushu where beautiful nature and Japanese
tradition strongly remains.
The view of a famous castle and the moonlight in Takeda, where he spent his high school years, are the origin of his visual image of "Yono" the brand he later creates. He majored in law at university, but later changes his ambition into one where he can express himself completely.
DUAL-ISM is a project that was born from the encounter of Descente and Yono,Japanese leading-edge apparel brand "I tried to express my aesthetic roots: minimal, classical, rationalist and intimate - says Yono, designer-brand. I like simple shapes, clean and light. Manufacturing projects that start with a design inspired by the freedom to redesign the products themselves making them modern and contemporary, but with their roots in the tradition.
Researching materials and techniques of the Japanese tradition, handed down from generations of craftsmen, gives the collection a timeless appeal. "For this Yono likes to describe himself as a researcher that enjoys each step of the creation.
MATOPO PROJECT Showrooms via Ampola 11 20139 Milano Italy email@example.com T. +39 02 56 92 491
Zone Two (UK) Ltd Pegaso Showrooms 26 Westland Place London - N1 7JH firstname.lastname@example.org T. +44 (0 )203 137 3901
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YUKI 92 S.L. C / Séneca, 33-35, bjs. 1° 08006 - Barcelona firstname.lastname@example.org T. +34 93 2388020
1-11-3 Dogashiba, Tennouji-ku Osaka 543-8921 JAPAN
© 2014 Dualism-Project designed by Descente - Japan . - design and pictures : marko tardito