Introducing
AYA DESIGN
About the Brand
AYA DESIGN, founded by Mineo Yamaguchi, represents a unique fusion of Japanese minimalism, modernity, and social consciousness. The brand’s core philosophy is built around freedom, sustainability, and empowerment. With a focus on universal, gender-neutral designs, AYA Design pushes the boundaries of traditional fashion by creating pieces that transform with the wearer. Yamaguchi’s collections explore body shapes, gender fluidity, and versatility, allowing garments to be styled in multiple ways—such as detachable sleeves and adjustable silhouettes—that reflect the brand’s innovative approach. AYA Design also emphasizes ethically sourced materials, with all production taking place in its own factories in Japan. This dedication to craftsmanship and sustainability is part of a broader vision to address both environmental and social issues, creating a fashion ecosystem that champions inclusivity and responsible production.
Key points about the brand include:
Versatile, Gender-Neutral Designs: The collections are made to be styled freely by the wearer, breaking down traditional fashion barriers such as gender and race.
Transformation in Clothing: Many pieces include detachable features, such as sleeves or adjustable cuts, allowing for customizable looks.
Sustainability Commitment: All materials are sourced and produced ethically within Japan, emphasizing fair trade and a socially responsible production cycle.
Innovation and Tradition: The brand’s aesthetic blends modernism and Japonism, reinterpreting mid-century design with contemporary sensibilities.
Social Responsibility: AYA Design tackles broader social issues through fashion, empowering wearers and challenging societal norms around minorities and marginalized groups.
Yamaguchi's brand philosophy emphasizes an ecosystem approach, advocating against “greenwashing” and ensuring that both environmental and social issues are holistically addressed.
About the Designer
Mineo Yamaguchi, founder of AYA Design, is a visionary Japanese designer whose path into fashion was shaped by early influences and his dissatisfaction with the Japanese fashion industry. Key points about Yamaguchi:
Early Inspiration: As a teenager, Yamaguchi’s passion for fashion was sparked by a TV feature on Comme des Garçons. This, combined with his involvement in Japan's hip-hop culture as a DJ, formed the foundation of his love for fashion.
Career Shift: Though initially uninterested in starting his own brand, a growing discomfort with industry practices led him to launch AYA Design. “Accumulated discomfort with the structure of the Japanese fashion industry…made me decide to establish my own brand,” he explains.
Experience in the Business World: His experience working in a trading company gave him a managerial foundation, allowing him to approach design with both creative and business acumen.
Design Philosophy: He draws heavily on architecture, literature, and mid-century modernism, balancing Japanese design traditions with modern global influences. His focus on minimalism and functionality ensures that every piece has purpose and intent.
Commitment to Social Issues: Yamaguchi’s designs are not just fashion statements but messages that challenge social conventions, particularly around race, gender, and environmental issues.
His background combines creative experimentation with a deep awareness of the societal impact of his work, positioning him as a thoughtful and innovative force in fashion.
Mineo Yamaguchi
Our brand tackles social issues and expresses freedom without limiting race or gender.
The London Fashion Week Collection
At London Fashion Week, AYA Design captivated audiences with a collection that highlighted Mineo Yamaguchi’s talent for merging traditional and modern aesthetics. Key highlights from the showcase include:
Tailored Silhouettes with a Twist: The standout feature was a voluminous, experimental tailored jacket with oversized shoulder pads. This reimagined garment played with the idea of proportion and body transformation.
Mid-Century Inspiration: Drawing from Yamaguchi’s love for modernist design, the collection fused sharp, tailored structures with fluid lines, creating a dynamic balance between strength and movement.
Timeless and Adaptable: The collection emphasized versatility, with detachable sleeves and convertible elements that allowed pieces to be styled for different looks, making each garment multi-functional.
Sustainably Made in Japan: All fabrics used in the collection were ethically sourced from Japan, underscoring the brand’s commitment to sustainability.
Empowerment Through Fashion: Yamaguchi designed the collection with the wearer’s freedom in mind, encouraging people to embrace self-expression. "We create easy-to-understand clothes that empower the wearer and advocate for freedom," he shared.
This collection not only showcased Yamaguchi’s technical skill but also reflected his broader mission to address societal issues through clothing, creating pieces that inspire conversation while allowing the wearer to feel empowered.
SS25 Collection
