私たちは日本に生まれ、日本で育ちました。その中で育まれた日本特有の美意識”粋”をブランド哲学としています

THE STORY

LOSERSのブランドアイコンは、つま先部分に配置されています。
これは、日本古来の履物である下駄、草履、草鞋などに付けられている”鼻緒”から着想を得たデザインとなっています。
さらに、配色においても、1700年代に生まれた日本特有の色彩感覚である”四十八茶百鼠”を基に配色を行っており、すべてのモデルに、日本の色名がつけられています。

THE SHOE

LOSERSの商品は、
”粋”を表現することで伝統的な要素を反映したReadymade(レディーメイド)ライン
デザイナー自身の絵描きとしてのイマジネーションやバックボーンを落とし込んだCustommade(カスタムメイド)ライン
から構成され、あえて2つに分けられたラインが共鳴し共存する事で意味と意義を成すよう展開しています。

THE DESIGNER

sneaker wolf

1975年生まれ

幼少期より、漫画・アニメーションという日本特有のカルチャーに多大な影響な受け、模写(落書き)をきっかけにそのキャリアを
スタートさせ、スケートボードやグラフティアートを中心に様々なストリートカルチャーに没頭し、現在のベースとなる独自の世界観を構築。

その後も特別な教育を受けること無く、独学で描き続けることでスキルアップしたその作品の数々は様々な分野で高い評価を受け、ナショナルスポーツブランドやアパレルブランドへのグラフィック提供を始め、イラストレーション・サインペイント等、フリーハンドによって描かれる様々なアートワークを提供し続け、世界を魅了している。

www.sneakerwolf.com

Born and raised in Japan, LOSERS is always striving to create things with a sense of iki. A concept of beauty & perseverance unique to Japan.”

PHILOSOPHY

“iki” / Beauty
An aesthetic ideal with its roots from the Japanese Edo Period. LOSERS was created by expressing the uniquely Japanese aesthetic “iki” through the medium of sneakers, which are a truly international concept.

“i-ki” / Perseverance
The strength to get back up and carry on, no matter what life throws at you. This is the basis for our slogan “Stick To Your Guns”.

BRAND ORIGIN

We are LOSERS – just like struggling artists, we built our culture from our own ideas and ingenuity, without being given any handouts. And that is how we intend to carry on.

Also, as Japanese “LOSERS”, we need to keep a strong conviction and belief in ourselves – that way no matter what life throws our way, even if we are defeated (“LOSE”) we will have no regrets. For us, the word LOSER does not have a negative connotation, but is actually a source of pride. That’s why we chose the name LOSERS.

LOSERS NOSE-CORD

Unlike most sneakers which have their logo on the side of the shoe, LOSERS’ trademark is the V-shaped design on the toe. This symbolizes the toe strap on traditional Japanese footwear; Geta, Zori and Waraji.

48 BROWNS & 100 GRAYS

The LOSERS colour scheme is based on the concept of 48 Browns and 100 Grays from the Edo period of Japanese history (17th-19th Century). This was a time when noble members of society imposed restrictions on common people to prevent them wearing bright and flamboyant colors – anything associated with decadence.

By combining 48 shades of brown and 100 shades of grey, the commoners were still able to enjoy great variety within the colors they were permitted to use. The subtle differences in shades and their nuances acted as a medium to express themselves.

LOSERS LINES

The core line forms the basis of the collection, while the custom-made line changes from season to season. This allows for even more expression and creativity, in the spirit of the Edo people. The LOSERS line is constantly evolving by incorporating new ideas into the core collection. In similar fashion to the common people of Edo society, these lines were created on the principle of creating something out of nothing.

THE DESIGNER – SNEAKERWOLF

His freehand artwork has been praised by numerous top critics, and he adds new drawings and paintings to his collection daily.

Although he is a painter and artist by background, he has been a representative part of Tokyo sneaker culture through his collaboration with several world-class labels.

www.sneakerwolf.com