ssstein: The Rise of Japanese Designer Kiichiro Asakawa and His Silent Revolution in Fashion
In an era dominated by loud trends and fleeting styles, Japanese designer Kiichiro Asakawa is crafting a different narrative. Through his Tokyo-based brand ssstein, Asakawa has built a quiet, powerful aesthetic rooted in minimalism, technical rigor, and poetic detail. Recently crowned the winner of the Fashion Prize of Tokyo 2025, he is gaining international recognition — not by following trends, but by distilling beauty into its most refined form.
The Origin of ssstein: A Japanese Designer’s Personal Quest
Launched in 2016, ssstein was born from a personal frustration: the lack of well-made, perfectly fitting pants. At the time, Asakawa had opened the cutting-edge select shop carol in Shibuya, Tokyo. Instead of settling, he began designing his own garments — starting with three perfect trouser models. This meticulous beginning laid the foundation for a brand defined by precision, patience, and purpose.
A self-taught designer, Asakawa developed his skills through years of working in retail and deconstructing clothing to understand its essence. His approach is deeply analytical yet artistic, merging Japanese craftsmanship with a modern, minimalist vision.
From Stein to ssstein: A Brand Identity Reimagined
In 2024, Asakawa changed the brand’s name from stein to ssstein, signalling a new chapter aimed at international expansion. The name draws inspiration from German surnames like Einstein and Liechtenstein, where "stein" — meaning “stone” — symbolises strength, permanence, and heritage. Asakawa wants his clothing to evoke that same enduring quality: garments that feel personal, timeless, and emotionally resonant.
Despite the rebranding, the core values of ssstein remain unchanged: silent strength, minimalist beauty, and technical refinement.
The ssstein Aesthetic: Minimalist Fashion with a Soul
What sets ssstein apart is its unwavering commitment to subtlety and detail. Asakawa’s creative process rejects compromise. He continues refining each design until it feels exactly right, not just “good enough.” His collections are shaped by an accumulation of tiny, deliberate choices — resulting in fashion that is refined, emotionally powerful, and quietly commanding.
Inspired by landscapes, architecture, photography, and music, Asakawa draws from a broad range of artistic disciplines. He often revisits photography books from the 1990s and early 2000s, using them as a visual reset when seeking clarity.
Tokyo to Paris: A New Stage for Japanese Minimalism
Winning the Fashion Prize of Tokyo 2025 gave Asakawa and ssstein a global platform. He opened the official calendar of Rakuten Fashion Week Tokyo Fall/Winter 2025, following the debut of his latest collection in Paris. The showcase, which blended projection and installation, drew over 700 attendees despite the rain — a testament to the brand’s rising influence.
This new visibility has given Asakawa fresh perspective. In Paris, reactions were direct and sincere, strengthening his belief in the power of quiet expression. His favourite pieces from the F/W 2025 collection? Large layered coats made in France, representing both comfort and confidence — two pillars of the ssstein brand philosophy.
The ssstein Strategy: Slow Growth, Timeless Style
Though still relatively under the radar, ssstein has developed a loyal following allowing the brand to expand at its own pace, guided by a “Lemairian” strategy of timeless subtlety.
Asakawa is not chasing hype. Instead, he’s focused on preserving the atmosphere and universe he’s built around ssstein — one of quiet elegance, subtle rebellion, and uncompromising quality.
Sustainability, Innovation, and the Future of ssstein
As the global fashion industry grapples with sustainability and innovation, Asakawa sees change not as a challenge, but as an opportunity. He believes that new technologies and evolving values unlock fresh creative potential. While ssstein remains rooted in traditional Japanese aesthetics, it is also open to the transformative power of innovation — so long as it aligns with the brand’s essence.
“In a context of constant change, I want to explore new approaches and integrate these transformations to enrich my creative language,” he says.
Looking Forward: The Quiet Power of Japanese Design
As ssstein approaches a decade in fashion, Asakawa’s ambition is to keep refining his vision, not expanding for expansion’s sake. His goal is to reach people who value authenticity, depth, and subtle beauty. Whether through a perfectly cut pair of trousers or a poetic sleeve that moves with the wind, ssstein offers a distinct voice in global fashion — one that speaks not loudly, but clearly.
For those seeking timeless, Japanese minimalist fashion, ssstein is a brand worth wearing. Discover ssstein clothing exclusively at UJNG.