Give us the SYUMAN. elevator pitch.
SYUMAN. offers excellent garments that feature design gimmicks, unique color schemes, and bold styles while maintaining practicality for everyday use.
The Five W’s:
Who is SYUMAN. for?
There’s no set identity that the brand serves. Rather, it offers the opportunity for anyone to better express themselves by integrating our designs into their wardrobe.
What is SYUMAN.’s main message?
Excellence is at the foundation of everything involved with SYUMAN. — excellent clothing created by excellent people.
When was SYUMAN. created?
SYUMAN. has evolved in several ways over the years. It launched as “syu.” in 2015, then evolved into SYU.HOMME/FEMM due to changes over time. Following a show in 2022, it became what it is today: SYUMAN.
Where are people wearing SYUMAN.?
SYUMAN. is based in Tokyo, Japan and that’s where people are most often seen in the brand as well.
Why was SYUMAN. created?
I initially worked in the entertainment industry. I had been dancing since childhood and was very active in the scene. However, due to health issues and injuries, I had to retire. This prompted me to consider if there was another way to express myself, which led to me studying fashion independently, building SYUMAN. in the process.
How do you hope people feel when wearing SYUMAN.?
I hope they embrace it as an opportunity to strengthen their personal style, blending it with other brands to further develop their unique take on fashion.
Where did the inspiration for the brand come from, and how was the name chosen?
My birth name is Hideto. In Japanese, kanji can have multiple readings, and “Hide” can also be read as “SYU,” a pronunciation often associated with excellence. My mother named me Hideto hoping that I would become an excellent person, so I began with “SYU.” as the brand name to honor this.
How would you define SYUMAN.’s style?
SYUMAN. operates at the intersection of streetwear and dresswear. The garments can be worn casually but are designed to complement dress shoes, as I love contrasting formal and informal aesthetics.
“Fashion is about flow, not just style.”
What’s the biggest lesson you’ve learned since launching SYUMAN.?
I’ve discovered that fashion is about flow, not just style. Creating for the new era is a special process to me. It’s also important to consider the buyer’s perspective, but as a seller, I focus on anticipating trends and dedicating myself to craftsmanship. Most of all, I’ve learned to keep going — it is extremely challenging to maintain course, but ultimately crucial to growth, both personally and professionally.
Your Spring/Summer 2025 collection pays homage to the collaborative artworks of David Hammons and Joan Miró. What about their work inspired you, and how is the inspiration expressed in the clothing?
Their concept of frustration towards exhibitions and the idea that both foreground and background can be seen simultaneously. In the garments, I incorporated laser-cut techniques to allow both the foreground details and the background to be visible simultaneously.
SYUMAN.’s upcoming Fall/Winter 2025 collection, “Hot Winter,” features highly adaptable, convertible designs. What informed your direction for this collection?
Summers in Tokyo have been longer and hotter in recent years, so I previously felt a disconnect in releasing winter clothing during that season. This time, I designed convertible winter wear that will be released in the summertime, allowing the garments to adapt to seasonal needs by taking on different forms.
What’s your favorite thing that you’ve created with SYUMAN. so far?
I am particularly confident in our pants, which are very popular. They feature a unique waist adjustment system, allowing them to be worn comfortably by people with both narrow and wide waists.
What’s next for SYUMAN.?
I want to expand the business beyond Japan and take on challenges in various international markets. My first goal is to establish a stable exhibition presence in Paris.
SYUMAN. can be shopped now via select retailers such as HBX.
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