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Inspired by the ultra-cute Harajuku street style and subcultural movement, Strawberry Western believes that dressing for physical activity should never come at the expense of personal expression.
Approaching activewear with a unique, carefree energy, Strawberry Western has released two collections. This includes fun printed apparel and wellness accessories with cheeky graphics. Like the brand’s founders, Kisa Shiga and Eli Libman, Strawberry Western is made in New York and works with cool, downtown brands such as his Opening Ceremony, where Shiga previously worked as a designer, and his MadeMe. doing.
The no-waste ethos has always been key to Shiga’s practice, so Strawberry Western sources as much recycled material as possible. By offering small, limited-edition collections, the brand aims to become a wardrobe staple for its audience, regardless of activity. There’s absolutely no reason why it can’t be a thing,” says Shiga. It’s not just for gym-goers. “
Hypebae talks to the duo behind Strawberry Western about the pieces available on the website and the energy that drives New York City’s on-the-go lifestyle. Read on for the full interview.
Tell us about the technical process of creating the graphics in your first collection.
KS: Graphic and print styles varied, each with a different process. I wanted the collage print to have this classic punk collage feel but still be personal, so the elements were old family photos, my dad’s favorite CD covers, postcards, and handwritten mixtapes. Song list, personal writing. The “Go Outside” graphic was a concept Eli came up with and wanted to do in this vintage her anime style. Most of the rest were his doodles that I imported into Illustrator and played with. The only graphic I didn’t create was the “Don’t Dump Me” illustration created by tattoo artist Big Boy.
Your debut image doesn’t sound like your typical activewear lookbook, what’s the inspiration behind it?
KS: FRUiTS has been a big inspiration for the lookbook, but I grew up in Queens, so I wanted to incorporate the lively energy of Flushing into a really cute collection. The Main Street area is nostalgic. Because my mom and I used to go to my grandparents’ house in Flushing, we would always stop by Morning Her Glory to pick up cute stationery, pencils, gel her pens and erasers. Collage and graffiti have always been part of my style and I wanted to reflect that in my lookbook.
he: We love being in nature, especially hiking and camping. It’s definitely part of our brand, but we’re based in New York. We didn’t want to stage a fake jogging or stretching scene.How people stay active is personal and unique to the person.We filmed Angie and Ayana were both very active and most of all resonated.
As a New York-based creator, what’s your favorite way to stay active?
KS: I ride my bike all year round and walk everywhere.
What is the process of collaboration between the two founders of Strawberry Western?
KS: Since we live together, we are constantly discussing ideas back and forth. Eli has a full-time job, so we usually meet early in the morning or at night. I’m generally more hands-on as I deal with all aspects of design, development and production. Eli focuses on our creative vision and works in an advisory way to help us understand our strategy as an early business. I am also lucky to work with some amazingly talented friends who believe in this project.
Where did the name Strawberry Western come from?
KS: The brand concept came to me when I was living on the West Coast. The original concept was the idea of wearing western clothes through a Japanese lens.Strawberries are the perfect symbol of kawaii culture for me. But I think Eli likes the meaning he put on these days. It turns my face into a red strawberry when I exercise (I have freckles all over my face).
Music is a core part of your workout. What kind of music fits this collection?
he: J-pop, Metal, Hyperpop, Euro Trance, Bay Area Rap, Christmas music, Yeat.
What do you think the future holds for activewear styles?
KS: I think in a few years people will move away from monotonous, simple sets and wear activewear that allows them to express themselves in the same way as their regular wardrobe. I think it’s a great category that’s completely cyclical. While all of our styles use recycled poly or recycled cotton, our creations include amazing technology and material innovations not yet available to smaller brands like ours. Our top priority is to keep abreast of these developments and continue to evolve towards a more circular system.
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