Aware

Established in 2024, AWARE takes its name from the Japanese concept of mono no aware—an appreciation of fleeting beauty, subtle emotion and the quiet passage of time. The collection channels that philosophy through a restrained wardrobe of sharply considered shirts, trousers, outerwear and sculptural separates. Predominantly dark and tonal, the pieces are distinguished by precise construction, unusual hardware and carefully selected fabrics, with subtle deconstruction adding tension to otherwise disciplined silhouettes. Influenced by subcultures, cinema and the stark language of late-1990s fashion, AWARE feels introspective and slightly rebellious—minimalism with something unsettled beneath the surface.