ABOUT

AWARE, named after the core of Japanese aesthetics "mono no aware," embodies the intuitive experience of all things, perceiving the myriad forms and the touch and understanding derived from indescribable fluctuations. Every subtle sensation and perception is filled with a sense of melancholy, quietly permeating the understated and restrained designs of AWARE.

Subcultures and film are the main nourishment of the brand, AWARE believes that clothing should not be limited by time. The brand fundamentally understands garments, dissecting and reconstructing them, seeking the possibilities that details can bring. While adhering to a minimalist style, AWARE emphasises fabrics and intricate components, enhancing the tactile quality of the garments, all in a subtle and unobtrusive manner.

One of the catalysts for AWARE was the RAF SIMONS 1999 Autumn Men's Collection, with its well-fitted all-black designs inspiring the founder to establish the brand—a resolute and slender aesthetic that exudes a refined yet rebellious temperament, radiating an atmosphere of tranquility and introspection. AWARE was born from this inspiration.