4 brands I can't stop thinking about
I'm seeing the future and it's looking very bright
I recently stumbled upon a new collection from Soshiotsuki for Spring/Summer 2026 that’s making me want to get dressed again. To be real with you, I’m not really participating in tailoring like this right now, but when the moment is right it’s a lot of fun—I’m talking weddings and that sporadic special event in your life.
I’m sort of on a hating pleated trousers train right now, but the pleats here are something else. Also love that the belt loops on some of the pants were put slightly lower on the waist, giving them a little bit more edge while still remaining classy.
Either way, flowy fabrics is the name of the game right now, they are chic, easy to wear and look good with anything. I think that Soshiotsuki has done a great job explaining that idea through their collection.
I know we are in the middle of the summer and looking at fall/winter clothing might not be the vibe, but we can’t ignore the new goods coming from Phingerin though! Their lookbook for AW25 just hit their instagram, and you should definitely check it out. Here are a few of my favorite looks below.
I feel like my brain has been plagued by American menswear, which is great, but it’s refreshing to see something different coming from the other side of the world. Japan based Phingerin has been creating comfort-first pieces since the brands inception in 2009. Since then, Phingerin has grown into delivering funky knitwear, a wide range of pants, fun footwear, and more great garments that merges the world of streetwear and menswear together.
That double button quarter snap from the top left photo above is coming home with me. Also can’t forget about the contrast stitch knit tops. One of their staples.
Yoke is brand I discovered during a recent visit to Japan. The do have stockists in North America like Haven and Assembly New York, but their selection is much larger back home. Playing in the realm of menswear, Yoke is not looking to reinvent the wheel of fashion, but rather enhance it through insane attention to detail and superb fabric sourcing.
Like many Japanese brands, every detail counts. Yoke is no different. I mean, they go as far as to provide information regarding the four different types of marble they used to make their racks for their Aoyama flagship location—do you really think they are skipping any steps in their garment making process? I don’t think so.
The brand means business, and their newest collection shows that. It’s styles we are all familiar, but the garments tell their own store, especially when you seem them in person. So make sure you keep that in mind when checking out this collection.
I’m excited for the outerwear, but their pants is what has me hooked. I will say that their range of fabrics create variety in their collections, through different styles that can apply to all fashion types. It’s something that I actually enjoy a lot.
The North Face Purple Label. This is a brand that will always have a special place in my heart. I don’t know why exactly, but when I’m in the mood for some well designed, good fitting technical garments, then this is the first place I think of.
I was like a kid in a candy store when I first visited their flagship in Daikanyama. I’m going back again in a few months, so you know where to find me the moment I touch down.
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Anyway, let’s talk the new collection. FW25. Whoever styled this needs a raise immediately because I love every single look, head-to-toe. It feels effortless, yet blends together so easily in a way that almost makes me want to buy nothing but Purple Label. Plus, I just love their take on the color tones like the grays and browns—they are subtle, and almost unnoticeable when paired with other colors.
The two looks from the top shown above is enough to do it for me. Those pants with the brown parka is giving me a serious mid 2010s style moment that I’ve been longing for. The layering in the 2nd photo on the right is absolutely incredible. It’s so good that I am even considering picking up a pair of the Air Max 95s just from this photo alone.
Lots of great looks that are going to be perfect for the fall. Until then I’ll just make sure to keep a mental note so I don’t miss this drop. You can check out more looks from FW25 here.