Brand Focus: Maison Kitsune

The brainchild of a French music manager and a Japanese architect, Maison Kitsune ("House Fox") first emerged in 2002 as a record label, with its primary focus set on French electronic music. Frequented by the likes of Daft Punk, a record shop owned by founder Gildas Loaëc would prove to be pivotal and lead to the meeting and friendship with soon to be co-founder, Masaya Kuroki, who happened to be working next door at a vintage clothes shop. A shared passion for house music and a trip to Japan for the production of a Daft Punk music video led to discussions between the two around a multi-faceted lifestyle brand, bringing together the worlds of music and fashion under a single name and purpose.

By 2005, the success and recognition for the record label allowed for a lateral movement into the world of fashion and the pair launched a small initial collection, promoted through DJ sets and events arranged by the music arm of the house. The intrinsic unity between music and fashion could not have been more evident than when presented in the form of a single entity, with the two sides of the brand reflecting an image of independence and appreciation for contemporary culture and promoting each other - fans of the music released wanted to show their support and fans of the clothing became intrigued by the music. 

This multi-faceted approach did not stop with music and fashion - in 2013 the first Cafe Kitsune opened in Tokyo with a small number opening in Paris shortly after. Each Cafe presents the synergy of the brand's different arms while offering distinct touches to the product, coffee and food range that are specifically selected based on their location. Curated playlists released by artists signed to Kitsune Musique in the background make up the ambience and Cafe Kitsune branded clothing is offered for sale, all alongside artisanal coffee sourced from South America.

A focus on bold choices of materials, colours and designs has allowed Maison Kitsune to retain its identity and credibility in the evolving world of streetwear and carve out a unique niche within the space. Fusing elements of Japanese streetwear with the elegant nonchalance of French couture, the brand continues to grow its worldwide audience with each new collection, playlist released and cafe opened.