When

Yohji Yamamoto defines a generation of Japanese style character with deconstructi   us spirit, there are always people who continue to write chapters with new strokes in the legendary narrative of Japanese men's clothing. In 2025, Soshi Otsuki won the LVMH Young Designer Award with SOSHIOTSUKI. This designer, who walked out of the streets of Tokyo, is using cutting as poetry to blend Eastern philosophy with modern silhouettes, becoming the "next Japanese men's fashion benchmark" that is hotly discussed in the fashion industry.

Designer and Brand: Ten Years of Sharpening a Sword, From New Talent to Benchmark

Soshi Otsuki, born in Chiba Prefecture in 1990, graduated from the Japanese Design Institute of Culture and Fashion with a major in men's clothing. In 2015, he founded the eponymous brand SOSHIOTSUKI. At the age of only 25, he was nominated for the LVMH Prize in the brand's second collection, demonstrating astonishing design talent. After ten years of polishing, he not only won the 2019 Tokyo Emerging Designer Award, but also topped the LVMH Award in 2025, winning a prize of 400000 euros and one year of LVMH mentor support, becoming the third Japanese designer to receive this honor after doublet and SETCHU.

The brand concept is rooted in the spirit and tailoring skills of Japanese people. Soshi Otsuki transforms his love for Japanese classical performing arts into the design core of every garment, reconstructing Eastern aesthetics with modern tailoring, rejecting superficial symbol stacking, and making clothing a carrier of spirit and craftsmanship. Now, he will appear as a guest designer at Pitti Uomo 109, bringing Japanese menswear aesthetics to Florence and completing a cross-cultural fashion dialogue.

Style core: elegance of foam economy, oriental soul in tailoring

The design of SOSHIOTSUKI is a tender look back to the foam economy era in Japan, and also a precise reconstruction of modern male aesthetics. He is based on the Italian style suit of the 1980s, blending the delicacy of traditional Japanese tailoring to find a balance between loose silhouettes and sharp lines. He retains the elegant aura of urban men at that time, while also incorporating the lifestyle of working-class and young students, accurately capturing the spiritual style of that era.

Core Style Tags:

• Retro elegance: Reviving the classic silhouette of 1980s shoulder padded suits and wide leg pants, reshaped with high-quality fabrics such as wool and flannel, exuding the relaxation and refinement of the City Pop era;

Japanese style details: incorporating Eastern elements such as hidden kimono ties, asymmetrical cuts, and handmade stitching into formal attire, incorporating a restrained Japanese aesthetic to avoid excessive flamboyance;

• Practical wear pioneer: Balancing workplace commuting and daily leisure, from double breasted coats to deconstructed shirts, each item balances styling and comfort, catering to the diverse needs of urban men.

Dressing Guide: Unlock the premium texture of Japanese men's clothing

• Workplace commuting: SOSHIOTSUKI's iconic wide shoulder suit, paired with a high necked knit sweater, slim fitting trousers, and Chelsea boots. The wide shoulder design enhances the shoulder line aura, the slim fit pants optimize the proportion, and the simple color scheme hides Japanese details, formal yet stylish;

• Casual Relaxation: Deconstructed oversized shirt, paired with work pants and vintage sneakers. The asymmetrical cut of the shirt breaks the dullness, while the casual nature of work pants balances the seriousness of formal attire, making it suitable for weekend travel or light social occasions, comfortable and stylish;

•Texture layering: The long leather coat is paired with a flannel suit on the inside and a wool vest on the outside, with rich layers but not bulky. The contrast between the toughness of leather and the softness of wool instantly enhances the texture of the design, making it suitable for formal occasions in autumn and winter.

From being nominated for LVMH to reaching the top award, from Tokyo studio to international fashion stage, Soshi Otsuki has proven in ten years that the charm of Japanese men's clothing has never faded, but continues in new forms. Instead of replicating Yamamoto's deconstruction or copying the rebellion of his predecessors, he combined the elegance of the foam economy era and the delicacy of Japanese craftsmanship with the needs of modern men in his own way, injecting new vitality into Japanese men's clothing.

For urban men who pursue texture and style, SOSHIOTSUKI is not only a clothing brand, but also an expression of their attitude towards life - in the fast-paced era, they adhere to the reverence for craftsmanship and seek their own style in classics. This LVMH Grand Prize winner is using cutting as a pen to write a new chapter in Japanese men's clothing, worthy of the attention of every fashion conscious and fashion loving person.