Founded by the designer Yosuke Aizawa in 2006, the Japanese brand White Mountaineering combines outdoor designs with functional elements. As a brand between streetwear and fashion, White Mountaineering pays more attention on patterns and colorways to express designer’s emotion and understanding of life. What the “White” stands for is not winter, but the color of city. The brand tries to create outdoor clothing which is related to our urban life. Design, utility and technology are perfectly fused together through imagination. Since its birth in 2006, White Mountaineering has combined utilitarianism with retro aesthetics and taken fabric refinement, silhouette & structure and technical performance as the core of design.
The latest A/W 21/22 collection unveiled items with strong practicality, functionality and comfort, including windproof outerwear, utility jacket, goggles and boots. This collection fused traditional clothing, functional sportswear and street fashion together to allow the wearers to enjoy this distinctive journey from multiple aspects.
As a brand between streetwear and fashion, White Mountaineering mainly presents minimalist and practical clothing. Brand logos are printed on sweatshirt, jacket and outdoor jacket to show the chic minimalism. Besides, the manager thinks that the brand logo is highly recognizable.
Focusing on the color matching of clothing, the brand used different kinds of plaid in this season for design. Harmonious colors are combined with traditional shirt to create new functional sportswear and street fashion. Breaking the stereotype, White Mountaineering brings more possibilities to plaids and presents the delicate and chic Japanese fashion.
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