Kuon is a menswear brand founded in Tokyo in 2016 by designers Arata Fujiwara and Shinichiro Ishibashi. The brand intentionally avoids mass production, employing handcrafted Japanese techniques, such as indigo dyes, mud dyes, Sashiko stitching, Boro patchwork; deconstructing and reconstructing upcycled garments and fabrics in order to create and revitalize vintage pieces from scratch with a timeless yet contemporary aesthetic. Japan’s historical philosophy of not wasting or taking anything for granted is the essence of the brand’s ethos, resulting in simple, cool and approachable garments which are built to remain beautiful and last in Time. KUON means “eternity,” “remote past" or "future,” and also “permanence”.