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© 2026 LatestA civilian.design project

This 10-Person Japanese Brand Gets “Good” Clothing Right

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№ 4,735

NICENESS, the Tokyo-based label founded in 2017 by Hirokazu Goh, makes incredibly good clothes. Yet it’s also unlike almost any other Japanese brand known for doing the same. “Fabrics and craftsmanship are extremely important to us, but we never want it to feel heavy or overly serious,” says Takahiro Ito, one of the three creatives helming NICENESS. For them, obsessive commitment to high-quality garments isn’t ceremonial — it’s meant to be fun. “Everything we do ultimately serves the pleasure of

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