The French brand Kitsune caught our eye with their spring collection, shown above. The name is Japanese for “fox”—hence the logo—and the designs are suitably multicultural. (For instance, the collar on that dress shirt seems distinctly Asian.) The brand doubles as an electronic music label, leading to one of the more confusing websites we’ve seen in some time.
They opened a flagship store in Paris a few weeks ago— 52 rue de Richelieu, for the curious—that will focus as much on their music as their clothing.
A different brand might market the music under a different name, but Kitsune uses the split as a strength not a weakness. They use their power as a label to market clothing to DJs and other tastemakers in the industry, while fashion provides the kind of profit margins that indie electronica can only dream of.
And they always have something to play in the store.
- — Russell Brandom