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Designer’s First Published Essay “Clothing of Words – The Philosophy of Style and Awareness”

Designer’s First Published Essay

“Clothing of Words – The Philosophy of Style and Awareness”



“Through his eyes, it is like seeing this same old world for the first time.”

– Seiichi Washida (Philosopher)



New clothes come to life through our daily words.

What have we forgotten about the “Japanese sense of beauty”?


Hiroyuki Horihata, the designer of matohu, has published the first book of his essays; “The Philosophy of Style and Awareness”. This book unveils the creativity sources of the designer, who has constantly been presenting “Japanese sense of beauty” through fashion week held in Tokyo. It is entirely speckled with his flickering fashion philosophy.

Simple yet poetic, the writings consist of little discoveries we pass by without noticing; the beauty that is hidden in our everyday lives. They seem like routines- but not exactly so, when watching with eyes of awareness. Reexploring its natural behavior is what these words speak for.

The book includes selections of retouched columns and essays which were originally written for Asahi Shimbun (national newspaper) and other magazines, plus brand new pieces specially penned for this newly publicized version. It also compiles a dialogue with Seiichi Washida (fashion philosopher) which took place in Kyoto. Enjoy taking a journey through these words to open up your eyes of style and awareness.

Title: “The Philosophy of Style and Awareness”

Price: ¥2700+Tax

Published by: Transveiw

Retails: on Amazon and local stores


〈Author’s Profile〉

Hiroyuki Horihata


Fashion designer. Born in Osaka, Japan. Graduated Doshisha University majoring in literature, and also pursued master’s degree majoring in philosophy. Then moves on to Bunka Fashion College to take creative apparel design course. After graduating, starts career in COMME des GARÇONS, the flies to London to take a job for London Fashion Week. Moves back to Japan after few years of experience, and in 2005, founded “matohu” with Makiko Sekiguchi; their original brand with the concept based on “creating new clothes which Japanese aesthetics underlies”. From 2006, starts participating Tokyo Fashion Week. In 2009, wins the New Designer Award at Mainichi Fashion Grand Prix and also wins Shiseido Sponsorship Award. In 2011, presents the exhibition “Beauty in the Keicho period” at Spiral (Aoyama, Tokyo) and Contemporary Art Museum (Kumamoto). In 2012, presents the exhibition “The Japanese Eye: Finding the Beauty Concealed in Everyday Life” at 21st Century Contemporary Art Museum (Kanazawa).