The popularity of HUMAN MADE can be said to have grown step by step, especially this year’s joint name with LV has given HUMAN MADE a sign of its popularity. But as far as the brand itself is concerned, there is still a story, so today I will take you to talk about this "manufactured by man".
From one brand to another
I believe that most people know that HUMAN MADE is through his manager NIGO, and the way to know NIGO is through his former brand BAPE. Due to BAPE's continuous fiscal deficit that year, it was acquired by Hong Kong's I.T Group in 2011, so NIGO created a new brand HUMAN MAD in the same year.
Nigo was born in Takasaki City, Gunma Prefecture, Japan in 1970. His real name is Tomoaki Nagao. He met Takahashi Dun during his studies at Tokyo Bunka Fashion Institute, and later met his own idol through relationships. Fujiwara Hiroshi, because Fujiwara Hiroshi was missing an assistant at the time, Nigo became Fujiwara's assistant by chance. And because the two look so alike, Nigo has the nickname "Fujiwara No. 2" over time, which is now Nigo (No. 2 in Japanese).
Nigo (left) Fujiwara Hiroshi (right)
And Nigo's love for vintage dates back to his teenage years, and on his 12th birthday, he got two pieces of Levi's 501 jeans And Adidas' superstar shell-toe sneakers. However, this did not arouse much attention from Nigo, knowing that he saw what he had in "POPEYE" magazine, and had a keen interest in the retro culture of the 1950s.
So unlike the publicity and commercialization of BAPE, HUMAN MADE really interprets what Nigo said: do what you like.
Retro and development
The various design elements of HUMAN MADE itself are indeed not very pleasing in the market, plus there is really not much publicity at the beginning of the establishment, so the brand has been Is a tepid state. But Nigo does think so too. Maybe it was created deliberately because of the difference of BAPE, or for other reasons. In short, HUMAN MADE is slowly entering people's field of vision.
HUMAN MADE most of the design is diffracting Nigo's love for vintage, of course the fabric is the same. In order to pursue a retro texture, we deliberately find a loom and traditional craftsmanship from a long time ago.
And at that time, it was in cooperation with the vintage clothing shop WAREHOUSE in Osaka, and only then began to use HUMAN MADE to establish a new brand. Most of the T-shirts are made of slub cotton, which is more retro And comfortable.
In addition to the ape-man pattern of the logo, HUMAN MADE has many iconic elements such as love, duck, and polar bear. Such patterns have gradually become a symbol of the brand.
It is worth mentioning that there is often a curry master in these patterns, and CURRY UP appears. That's because NIGO worked part-time in a curry shop during college, and later in 2009, NIGO revived it with CURRY UP. In fact, this is the same as the purpose of HUMAN MADE, to do what you like.
One of the main elements of retro is military. Of course, some items of HUMAN MADE are full of these elements, but they will all undergo some transformation.
Many brands will take some military uniforms as inspiration, and HUMAN MADE, a brand that focuses on art and retro, also has this element. We can easily find it in the past LOOKBOOK.
Cooperative product
HUMAN MADE x KFC
The HUMAN MADE brand itself is full of fun, and of course the co-branded objects he chose are also the same.
In 2018, we saw a very incredible cross-border joint name: HUMAN MADE x KFC. The joint name with this world-famous fried chicken brand earned a lot of attention at the time.
HUMAN MADE x Girls Don't Cry
and Girls Don't Cry are the most watched products in recent years. Since the first cooperation in 2019, there have been one after another. Co-branded products have been released many times.
Girls Don't Cry's principal Verdy is a graphic designer. At the beginning, she helped some underground bands and hipop singers design, and the brand Girls Don't Cry is based on It is sold in the form of Pop-Up Store and does not have its own physical store.
The design of the cooperation between the two cleverly integrates Girls Don't Cry into HUMAN MADE’s "Love" Logo. For those who do not know the brand, it is really difficult to see this. It is a joint name.
HUMAN MADE x ADIDAS
and Adidas's joint name can be regarded as the result of the match between NIGO's friend Pharrell Williams. Through the relationship between Pharrell and Adidas, a three-party joint name was opened in 2019.
and this year HUMAN MADE directly opened the cooperation with Adi, and recently brought a brand new series.
LV²
The current HUMAN MADE of luxury street fashion also caught up with the bus by relying on the card of the manager. The LV² series jointly developed by NIGO and LV went from the news to the official The sale caused quite a stir.
NIGO itself likes LV very much, and the collection of LV at home is countless and most of them are ruthless goods. This cooperation with LV can be regarded as a wish.
Why do you want to introduce NIGO's personal joint name in the chapter of HUMAN MADE, because this joint name is full of HUMAN MADE elements, and you can almost see the iconic things of the brand.
Perhaps the lead person NIGO is indeed more popular than HUMAN MADE, but it does not interfere with this. How about its products.
We can also see the materials and thoughts of HUMAN MADE after so many years, so don't care about the effect of the brand, wear it as you like, and now HUMAN MADE is indeed very popular.
