Highlighted by publications such as SHOE MASTER, Japanese footwear brand LOSERS made a grand entrance earlier this year during the Mercedes-Benz Fashion Week Tokyo. Memorable because of its comical name, the term “LOSERS” is actually a historical reference to a cultural phenomenon during Japan’s Edo period. Since only society’s elites were permitted to wear colorful patterns, common folks of that era, viewed as outcasts by the wealthy, had to improvise. The result was a series of new dye known as “48 Browns & 100 Grays”, the very same shades of those colors are on each pair of LOSERS, a symbolic gesture to the ingenuity of that impoverished segment of society then.
Set to be available this month at select retail locations in Japan, LOSERS’ Fall/Winter 2012 Collection will also be on sale at stores like New York’s KITH and the Los Angeles-base American Rag Cie starting next month with more distributors to come soon.