New brand "Lamrof" has started!

From the spring/summer season of 2024, the spring/summer season launch items have arrived from the newly handled "Lamrof"!

The store will start selling from February 16 (Friday) at 12:00,

The online store will start selling from February 16 (Friday) at 21:00!

The energetic and unique worldview of the emerging brand "Lamrof"
Today, we will introduce three types of items releasing tomorrow and the brand.
Please check them out with the looks!

ーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー

Lamrof
Designer / Daisuke Sakamoto

A Japanese brand that started in the autumn/winter season of 2022.
The concept is "to wear formal attire in a philosophical opposite."
We are developing a collection that respects the history and culture of African Americans, which has had a significant influence around the world from the past to the present.

The brand name "Lamrof" is inspired by the reverse spelling that was popular among African American jazz musicians in the 1940s, named by reversing "Formal."
ーーーーーーーーーーーーーーーーーーーーーーーーーーーーーーー

The theme of the 2024 spring/summer collection is, "There's a Riot Goin' On."

It is quoted from the title of the famous album released in 1971 by the band based in San Francisco, Sly & The Family Stone.

The "riot" referred to here is an answer song to Marvin Gaye's indomitable masterpiece “What’s Going On” released in the same year.

This expression, which metaphorically reflects the backdrop of a time when America was undergoing significant changes, is expressed with Lamrof's unique interpretation as a metaphor for the ever-changing modern society.

Additionally, it contains respect for Sly Stone (real name Sylvester Stewart), a leading figure in the psychedelic soul genre, who persistently advocated for world peace with a unique style as a mixed-race band that was difficult to understand in the context of the era.

If he had not succumbed to drugs and continued to reign as an artist, this is what his style would have been... a collection created by designer Sakamoto's imagination.　
The worldview that Lamrof values, “interpretation and expression of Afro-American culture,” “release of dormant sex appeal in men,” “formation of a unique style,” has materialized through the filter of Japan.
I want everyone to feel the possibilities of a new style and the "SOUL" hidden within them through clothing.
It's a collection filled with the thoughts of designer Sakamoto.

The collection-making that does not lean towards contemporary trends is truly unique.
And the collection that the designer has pursued based on his preferences is always powerful and makes us excited.

　
Tomorrow's release will feature three types of items.
We have a recommended lineup for those who are searching for a new style.

1. "Just Like a Baby" shirt (including tax 38,500 yen)

2. "Just Like a Baby" pants (including tax 40,700 yen)

“Just Like a Baby” is the title of a song by Sly Stone’s band mentioned earlier.
It is a slow-tempo song that feels relaxed, and the way the cords on the shirt sway and the moderately loose semi-flare silhouette of the pants convey that atmosphere, which is very wonderful.

▼Product page here
Lamrof "Just Like a Baby" shirt
Lamrof "Just Like a Baby" pants

3. Ami Art cardigan (including tax 48,400 yen)

A colorful knit cardigan, eye-catching even in the look.
It is an item inspired by "Rastaman," known for reggae music and specific fashion.

Since it is knit, it is breathable.
It can be worn lightly over T-shirts or tank tops even in summer.

▼Product page here
Lamrof "Ami Art cardigan"

That's all for the three types of releases!

　
I hope to convey the excitement I felt when seeing the collection at the exhibition and the energetic atmosphere when I spoke with Sakamoto to everyone in the store.
Please stop by to see the real thing.
We sincerely look forward to your visit this weekend!

▼You can view the look from here
Lamrof 2024 Spring/Summer Collection