Two young men stand indoors. One wears a black leather jacket over a patterned shirt and looks left. The other, in a light jacket with a brown pouch, stands behind him and looks down. The background is minimal and softly lit.

NICENESS

“The Art of Aesthetics”

This collection introduces a new approach to denim and pieces inspired by traditional Japanese craftsmanship, reimagined through a modern lens. Many items feature single-piece fabric constructions, and all are infused with tactile richness, thoughtful design, and structural creativity—elements you can only fully appreciate when held in your hands. Each piece reflects the outstanding skill of creators and partners from around the world. Hemingway once said, “You can’t get away from yourself by moving from one place to another.” True novelty and authentic values lie beyond self-discovery. Through this collection, NICENESS hopes to share a spirit of freedom, unwavering individuality, and a commitment to cultural creation—just like this season’s muses.

A person stands indoors wearing a black leather jacket, patterned shirt, black belt, dark wide-leg jeans, and black shoes. They have short hair and hands in their pockets, looking at the camera.
A person with short hair is seen from behind, wearing a black leather jacket. The background is plain and light-colored.

The Art of Aesthetics

For the SS25 season, NICENESS draws inspiration from three remarkable figures —Oscar Wilde, Ernest Hemingway, and Jiro Shirasu. Though they lived in vastly different times, places, and cultural contexts, each carved out their own era with a distinctive sense of beauty and an unwavering spirit of innovation.

A person stands indoors wearing a loose-fitting gray suit over a gray shirt, with one hand in their pocket, on a wooden floor against a split black and white wall.

Oscar Wilde, in the late Victorian era of the 19th century, stood in opposition to societal norms during a time of rapid transformation brought on by the Industrial Revolution. He redefined the values of freedom and beauty through rebellion and wit. Ernest Hemingway crafted a style that rejected unnecessary embellishment, expressing objectivity, credibility, and realism through a simple yet powerful literary voice. Jiro Shirasu, navigating postwar Japan, introduced Western culture while valuing traditional Japanese aesthetics. His free-spirited individuality challenged existing values with a unique perspective.

A person stands indoors near a window, wearing a blue plaid shirt over a teal t-shirt and beige pants, looking at the camera with a neutral expression.
A person stands indoors wearing a loose, multicolored striped jacket over a white shirt and long, wide-legged beige shorts, looking directly at the camera with a neutral expression.
A young person wearing a striped, autumn-colored jacket and matching bucket hat looks at the camera with a neutral expression against a plain light background.

In today's digital world, where information overflows and truth and morality are constantly questioned, many find frustration in navigating the blurred lines between themselves and others. While access to new ideas and things has become easier, this convenience has also led to a flattening of individual values.NICENESS believes that in such a time, what truly matters is your own reality—formed by seeing, touching, and sensing what’s right in front of you.

A person stands indoors by a window, wearing a patterned red long-sleeve shirt, loose gray trousers, and brown sandals. Green foliage is visible outside.
A person stands indoors wearing a long, olive green coat over a white shirt and loose, light-colored pants, with brown sandals on a wooden floor. The background is partly black and partly white.
A person with long hair stands indoors wearing a loose plaid shirt over a gray top and gray pants, with hands in pockets. Wooden benches are in the background.
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By Maria Arboleda
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