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Life is all about the choices we make. This hoodie was entirely designed, developed, created, and sold exclusively in Japan until now. We have spent years implementing the brands connection to the roots of streetwear culture, from NYC born and bred lifestyles and passions, to then blending the lessons we have learned from the underground street culture of the alternative sibling to our native styles.
The BIG PLUS logo was meant to combat the oversaturated “star” logo which has bared one too many chest garments. I think the idea (of the star) was to be simple, but it ended up symbolizing emotional complexity. This big curvy plus is our rendition of the NU-rahara japanese minimalism but LOUD aesthetic, but this isn’t an item meant to be preserved. The extra puff “bulletproof” screen print is made to be worn down and cracked. It reflects the concept of time and impermanence, an experience we all go through.