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Noovo Editions


Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama, Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery. A platform to show the highest level of creativity from around the world

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The Leather Tailor Laboratory

The brand started in 2005 on a backstreet in Kobe's Chinatown. The designers Taichiro HASHIMOTO and Makoto KAWAMURA were classmates at High School in Kobe. Kobe is a city that open to international influences. They spent their time together creating music, video, and art works. After graduating, they went their separate ways with Hashimoto entering the world of fashion and Kawamura becoming a graphic designer. When they found out that both were thinking of starting their own businesses, they decided to do "something interesting" together, like they used to do. That was how the brand No,No,Yes! started.

Why specializated in leather? Hashimoto got the impression that leather still had hidden potential yet to be uncovered through his experience of working as a designer and buyer pursuing vintage wear and military wear in the United States and Europe. Also, the very first clothing is said to have been made from leather from hunted animals. The ability to tell different tales is part of leather's appeal. The combination of deep understanding of the trade and a freewheeling spirit makes No,No,Yes! unique
.
"The name No,No,Yes! comes from several sources. First, we simply combined "yes" and "no" because they are two words known to everybody in the world. Since we were aiming at a global operation from the start, we wanted our brand name to be easy to read and pronounce. Second, there was a phrase featured in a Japanese comic called ”Tensai Bakabon”: "no to a no is yes. The third is from the story of the initial encounter between John Lennon and Yoko Ono. It goes: "A stepladder was placed at the center of an empty room in an art museum with a magnifying glass hung from the ceiling. John climbed the ladder and looked at a word written on the ceiling with the magnifying glass. It read "YES." The work was created by Yoko Ono. If the word had been "NO," John would have gone home and the two would have never met".

There is another important phrase to the brand's concept. That is "affirm with a denial," and it speaks of Japan's zen art. For example, in the world of black-and-white sumie painting, some deep colors, which cannot be expressed by paints, are expressed while denying color. A colorful world exists because of the absence of color. A similar concept is expressed by the Chinese philosopher Zhuangzi. The word for this is mu-ka-u, and it means that there is a wealth of appeal because of emptiness.

The brand coherently pursues the essential qualities of leather and offers experiences filled with wonders and new discoveries.

Leather is a natural material. It bears the natural texture of scratches and abrasions. No,No,Yes! tries to utilize those textures as much as possible. The lack of artificial intervention in the leather is the most appealing point. "Organic experience. Experience wonders and new discoveries" is their leitmotiv.

"Full of energy, Uplifting, a sense of freedom. We provide you a feeling above with our garments. You have many possibilities that you’ve never noticed.
We want you to recognize that through you wear them and feel them".

The brand also offers bespoke clothing, both tour costumes and private wear, to musicians in and out of Japan, including artists such as Lenny Kravitz.

2014 Spring/Summer theme "Patina Spiral" Individualized Leather Wear worn to not the body but the bone.

--------------------------------- http://www.nonoyes.com/

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NOOVO CONTEMPORARY FASHION PHOTOGRAPHY JEWELLERY