After founding the Paris-based label 12 years ago, former Daft Punk manager Gildas Loaëc and architect Masaya Kuroki caught up with Business of Fashion to talk about Kitsuné's unique blend of music and fashion. The music and fashion sides of the business are interconnected, but separate. “I don’t necessarily think about the record label when I’m designing the clothes,” says Kuroki. “Kitsuné exists as a real standalone clothing brand but there is definitely a drive to be modern and to be pop that is inspired by the artists we sign. It’s always in my head, but it’s not omnipotent. If we sign hip-hop artists, I’m not going to do hip hop clothes.” Instead, the clothes are more influenced by the strong relationship the brand has with Japan. “I try to bring my Japanese touch, that is maybe seen through my admiration of American and French styles. Kitsuné is a bit like a French preppy style.”

Meanwhile, Kitsuné’s clothing offering is divided into the “high quality timeless products” and the “fashion collection," says Kuroki. The former is made up of knitwear, blazers, shirts and polos, and references Ralph Lauren and Brooks Brothers while the latter is inspired by brands like COMME des GARCONS. The blend allows Kitsuné to capitalize on a wide range of customers. “Our customers are between 15 to 60 years old, maybe older in Japan,” adds Kuroki.

To read the entire article be sure to head over to BoF.

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