Why ‘Shibumi’?
Shibumi's meaning was never negative. The Japanese saw bitterness as a stage to be understood and then the concept evolved into a more positive aspect for our interpretation. In Japanese culture, 'Shibumi' will always imply a beautiful and delicate attitude.
We could define the word ‘Shibumi’ (渋み) as “effortless perfection”. An object, place or situation that is beautiful for the simple fact of its existence and being so. This is how we want to define our ecological clothing brand; perfectionist without the intention of being, honest and loyal with no bad interest, refreshing and innovative without a spirit of evil.
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