Give us your elevator pitch.
My name is Jakarie Whitaker, and I’m the creative director and founder of the brand Hikari no Yami.
Hikari no Yami is Japanese for “light of darkness.” The brand was created to serve as a cultural bridge between worlds, merging my African American heritage with Japanese design sensibilities and philosophies, such as Kintsugi and wabi-sabi.
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The Five Ws:
Who is wearing Hikari no Yami?
Leaders, thinkers, artists, rebels, and people who exist outside the conventional box. Our community includes anyone who finds beauty in imperfection.
What is your brand’s main message?
Sustainable creations without limitations and Freedom through duality. Cultural combination through merging the east and west and appreciating contradictions like light and dark & control and chaos… while pushing sustainable, philosophical fashion.
When did you launch your label?
I launched Hikari no Yami in 2020 during the pandemic. It started as a self-taught form of protest and expression, and then it evolved into a global dialogue.
Where are people wearing Hakari no Yami?
Tokyo, NYC, Seoul, Shanghai! It’s worn everywhere that style and culture intersect. The brand is so versatile that it’s suitable for all occasions — and bound to turn heads.
Why was Hikari no Yami created?
To destroy traditional fashion systems and give me the freedom to create without any limitations or expectations. I needed a space to honor both my heritage and the eastern philosophies/Japanese design sensibilities that I love, so I created it. I view Hikari no Yami as my philosophy book that others can relate to.
About The Brand:
When did fashion design become a passion for you – and on top of that, an intended career path?
I was actually super late to fashion. During a gap year, I saw Virgil’s “The Ten” collection. That shifted everything. I switched from pre-med to fashion and philosophy, diving deep into design as both a dream and a medium for change.
You’re a four-time Virgil Abloh scholar. How did that experience help shape your craft?
Virgil was one of the designers who taught me to dream. Being a Virgil Abloh scholar gave me confidence in my voice. His legacy taught me to design from truth, to remix culture with intellect, and to break systems without apology. Those scholarships weren’t just awards; they were reminders that I belonged. Seeing Virgil deconstruct things helped inspire my brand’s ethos.
So far, what has been your biggest takeaway from studying fashion design, as you begin your master’s at Central Saint Martins this fall?
Attending fashion schools all over the world has taught me the importance of networking, dedication, and how to stand out in a crowd of loud voices. Also, it’s taught me to remember that you’re only in competition with yourself.
How would you define Hikari no Yami’s style in your own words?
Hikari no Yami is freedom and chaos unleashed. It’s an amalgamation of my experiences traveling, working under my favorite fashion brands, and creating my own definition of what fashion can be in the modern world.
What do you think makes Hikari no Yami stand out in today’s sea of emerging fashion brands?
We don’t just make clothes… we build ideologies. Our commitment to sustainability, our distinct designs, and cultural storytelling make us more than the average emerging label. The search for freedom resonates in our work, and the viewers feel that.
Hikari no Yami is already building a strong identity, one defined by punkish imagery and subversive design tricks. What role do visuals play in the brand’s story?
Our visuals are all about bringing the viewers into the world of Hikari no Yami. I believe visuals are the most valuable part of the story, and I make sure they capture the brand’s main focuses: culture, black and white, and light and darkness.
What style codes or eras do you draw inspiration from?
A combination of avant-garde reverse tailoring and streetwear. I’d say the Karasu-Zoku movement spearheaded by Rei Kawakubo, Yohji Yamamoto, and Issey Miyake in the ‘80s is my biggest inspiration in design, and the Post-Modern Renaissance brought on by Virgil in the 2010s inspires me with the notion of “you can do it too.”
What is the biggest challenge you’ve faced while building your brand?
I’d say self-funding everything is quite daunting, but it’s also enjoyable to have something to constantly work toward.
Who would you most like to see your designs on?
The dream is Rihanna and A$AP Rocky, also Zendaya and Fuji Kaze.
What’s next for Hikari no Yami?
After coming off of our Paris Fashion Week exhibition and being a finalist for the Fashion Trust U.S, we’re planning to do a debut presentation during New York Fashion Week this September.
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