vowels

Launched in 2024, VOWELS is a Japanese-made, alternative-luxury brand founded by Ritvik Kulshrestha and Creative Director Yuki Yagi, a designer with a background at major streetwear labels. The brand reinterprets classic streetwear through the Japanese philosophy of *Shu Ha Ri*, which involves mastering fundamentals before breaking the rules. VOWELS produces gender-fluid essentials, including premium denim, fleece, and shirting, crafted from high-quality Japanese textiles like selvedge denim from old shuttle looms. The designs are intentionally minimal, intended for a discerning audience that has graduated from logo-centric fashion and values longevity and craftsmanship.

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