The Unknown Store

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The yearly lookbooks that are released are most pertinent to understanding the unique way Kapital approaches the world - acting as a visual language of the philosophy of Kapital. They produce these with full creative control with often little change to the core team, adhering to guidelines set only by themselves with seemingly no limitation. This in itself seems to defy the way we collectively approach the fashion process, to remain true and unique at all costs. They have and continue to participate in eccentric defiance. 

Kapital, a cult Japanese fashion brand founded in 1985 in Kojima, Japan, stands out for its authenticity and individuality, with Kiro Hirata leading the creative direction. Known for unique themes like Boro denim and Century denim, Kapital's annual lookbooks reflect its philosophy, showcasing experimental garments, challenging proportions, and distinctive fabric choices. The brand explores diverse cultures and historical periods, with each catalog offering a unique visual and storytelling experience. Despite its growing popularity, Kapital maintains a DIY approach to catalog creation, emphasizing raw, unproduced aesthetics. The text delves into the complex topic of cultural appropriation, questioning the brand's portrayal of various cultures while acknowledging the difficulty of making clear distinctions. In recent years, Kapital has shifted towards a more encompassing approach, incorporating global sources into its styling, all while maintaining a commitment to eccentricity. The brand's lasting cultural impact is acknowledged, prompting appreciation for its unique visual language and influence on the fashion industry.

Aloha Brigade Lookbook

Kapital has consistently approached fashion from multiple perspectives since its birth in 1984. Though the clothes themselves are held in high regard for their visual details and construction, it can be argued that the brand's editorial lookbooks shift its clothing into an unbelievable context. Photographed by Eric Kvatek and directed together with Kapital’s Kiro Hirata, the Kapital lookbooks serve to bring its readers into worlds unbeknownst to the everyman, its content ranging from the spiritual beings of faraway islands to the desolate lifestyles of the countryside and misfits of city alleyways, to name a few. It’s no wonder that so many individuals from all walks of life gravitate to such a culturally diverse brand 

Fukkin Kountry Lookbook

Kapital’s Spring 2011 ‘FARMY’ is a distinctive homage to Americana. As a portmanteau of the words farm and army, this Spring editorial sets the collection against a backdrop of rural America. Inspired by Western traditions, the lookbook combines Japanese Americana garments with American flags and molded stars resembling the 50 states. Models are shown walking along a flat and empty highway road, dubbed DENIM RD, resembling free-spirited hitchhikers, and John Deere tractors and old, rusty, American-made muscle cars emphasize the ruggedness of the Spring 2011 collection. 

Fabrics are crafted on traditional looms, and natural fibers are dyed manually with mud, persimmons, and indigo to create vibrant orange tones blended with brown and navy blue colors. American stars are presented as handheld signs, bracelets, and necklaces. Western Denim button-up shirts are layered with patchwork sweaters and distressed, patched KOUNTRY denim jeans. Bandanas are used as headwear, neckwear, and even skirts. Military green jackets are complemented with Vibram-outsole boots and colorful Tabi low-top trainers. 

The themes of FARMY provide a deep reflection of the Japanese interpretation of Americana: workwear with durable utility, patriotic accessories, and garments that showcase the work ethic and free spirit of rural America. 


Photography: Eric Kvatek
Clothing: Kiro Hirata / Kapital
Hair & Make-up: Nicola Corl
Production Assistant: Matt Skocich
Aerial Photography: Dave Lepka
Kiro’s Assistant: Toru Tsuchimuta & Kohei Manabe 

The Unknown Store

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Aloha Brigade Lookbook