Exclusive Interview with Fashion Crossover London Designer AMUAMU x Harper's Bazaar UK January Issue 2021
“We wanted to create something you can share with people, regardless of their age, background or gender, perfectly balancing creativity with craftsmanship and functionality.”
Weaving craftsmanship with the modernity of city life, Fashion Crossover London proudly introduces the Japanese handbag label AMUAMU. In a world where sharing has become omnipresent, AMUAMU makes a strong case for individuality with the gender-fluid designs that stand the test of time. Born from a fascination for artistry and mesh AMUAMU offers are a truly unique accessory for everyday use, reflect it both in the name and their design approach.
“Japanese marks for weaving is AMU, the referencing the Japanese roots of the brand. We consciously chose for a more natural yet sophisticated aesthetic, this way the accessories can appeal to all.”
Working with a team of highly skilled Craftsman, every accessory is made from the highest quality of cowl ever, carefully sourced to ensure durability and longevity. Following the blueprint of fashion designer Takashi Yoshioka, the artisans meticulously cut the leather and to find strips of 3 mm and hand-weave them to create the unique and signature AMUAMU pattern. The label set out to overturn the stigma of standardisation by offering refined handmade products to last a lifetime.
“In many ways, UK and Japan are very similar, this is why the UK is the best place to start developing our brand outside of Japan"
In 2020, AMUAMU made the bold decision to venture overseas after being scouted by the designer dash service platform Fashion Crossover London with their expertise. AMUAMU opened the doors to the overseas market. “In many ways, the UK and Japan are very similar, this is why the UK is the best place to start developing our brand outside of Japan. London, in particular, is known for its vitality and unprecedented design talent and there is a booming market for emerging designers, people really cherish handmade designs, which makes it the perfect fit for AMUAMU. We are very excited to have our bags in London, and can't wait to cross the border between East and West!”
"With AMUAMU we wanted to create something you can share with people, regardless of their age, background or gender perfectly balancing creativity with craftsmanship and functionality."
AMUAMU offers a range of backpacks, bowling bags and small handbags, most recently launching their brand new line of wallets, ensuring both safety and ease when carrying around your belongings in the hustle and bustle of the city. Following the ‘Kodawari” principle, each design is made in respect to the functionality of the item, containing hidden pockets and useful zips to conceal and pack all your goods. “With AMUAMU we wanted to create something you can share with people, regardless of their age, background or gender perfectly balancing creativity with craftsmanship and functionality.”