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.
NICENESS NICENESS
“The Art of Aesthetics”
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.
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.
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.
