FROM TOKYO TO SEOUL: 4 EMERGING FASHION BRANDS FROM ASIA
These four brands demonstrate the diversity and creativity of contemporary Asian menswear.
Cornerstone by Sun Yun (China)
Cornerstone is the menswear label created by Chinese architect Sun Yun. The brand channels Sun Yun’s architectural background: garments are carefully structured to communicate permanence, stability and history. Cornerstone uses structural lines and precise construction to echo architectural forms. Jackets and coats are made from tough textured textiles that recall workwear and everyday tools. Shirts and tops are softly tailored to offer comfort while maintaining refined lines.
Yun looks to the past, drawing from Chinese antiques and historical clothing when designing modern garments. This “foundational” approach allows Cornerstone to build new silhouettes from old ideas. Trousers and other separates convey an easeful elegance through loose cuts and functional detailing.
SOSHIOTSUKI (Japan)
Japanese designer Soshi Otsuki launched SOSHIOTSUKI in 2015 after graduating from Tokyo’s Bunka Fashion College. The brand blends Eastern and Western philosophies, creating minimalist pieces that reinterpret classical tailoring. Otsuki is enamored with Japanese classical performing arts and often pulls references from workwear, military uniforms and religious garments.
For men interested in minimalist tailoring that integrates Japanese aesthetics, SOSHIOTSUKI offers a compelling mix of heritage, artistry and modern comfort. The brand augments classic Western silhouettes with subtle elements of Japanese tailoring, resulting in garments that feel familiar yet exotic. Delicate lace trims and detachable sleeves elevate relaxed button-downs and modular jackets. Wide‑leg trousers evoke traditional hakama or monpe pants.
SOSHIOTSUKI has garnered international acclaim, winning the LVMH Prize and attracting attention for its refined yet experimental approach.
Taion (Japan)
Taion (体温, meaning “body temperature”) is a Japanese brand established in 2016 with a mission to redefine everyday outerwear. The label focuses on lightweight down garments that blend advanced insulation technology with Japanese design precision.
Each garment is created with timeless utility, offering warmth and refined simplicity suitable for various environments. Reversible jackets and vests allow wearers to switch between colours or fabrics. Clean lines and understated detailing reflect Japanese craftsmanship. The label also experiments with different quilted patterns and fabrics (such as nylon and jersey) to create distinctive silhouettes while maintaining functionality.
Songzio (South Korea)
Founded in 1993 by designer Zio Song, Songzio is one of South Korea’s pioneering fashion houses. The brand presents its collections during Paris Fashion Week and is renowned for its artistic, avant‑garde aesthetics.
Songzio approaches fashion as the synthesis of art and engineering with each collection following a story; The brand plays with proportion, pairing form‑fitting pieces with oversized outerwear. Loose shirts and wide trousers are combined with structured coats and dense knitwear to create dramatic, sculptural shapes.