In our current age of denim saturation and over-consumerism in all products, KUNNA is well-positioned because there is an artisan (read: non-garmento) behind it who has a cult following in Japan (and building here) and is not obsessed with commerce. Hiro is also a great person. The realness, product uniqueness & quality comes through which I think the consumer appreciates – we are entering a period of backlash to ‘over-marketing' of brands.
That along with the trends I have heavily researched of 1) ‘affordable luxury'. 2) increased men's apparel spending habits (the highest ever – it also rose at a higher rate than women for the first time ever in 2004. 3) and the pursuit of the older customer (20's-mid-30's) by all major players leads me to believe that the market is opening up to ‘real' brands with real people behind them. Because this age group, (which is older, edgy, but still sophisticated) is driving the premium market (clothing and all lifestyle products) marketing using gimmicks, gimmicky partnerships, media blitzes, print?ads isn't working anymore – product, the vibe/story of a brand, exclusivity and self-discovery rule. Add the right distribution and fantastic point-of-sale experiences and a brand can be very successful.
Hiro Morise, designer and owner of KUNNA, was born in 1958, and lived through the Jeans Evolution Era of the 1970’s. He has been active in the jeans making industry for over 20 years. In search for the 1970’s ‘Jeansology,’ Hiro began his studio in Los Angeles, California. Steely-Eyed, Inc. was established in the year 2001, and since then, he has been striving to bring the depth of his own interpretation in terms of vintage inspired denim.
Utilizing his vast recollections, KUNNA meaning “to be able to” in Swedish, was born by ‘Reimagination.’ All of his past to present lifestyle is reflected in KUNNA.
The characteristics of KUNNA represents euphoria, relaxation, pleasure, and leisure. With numerous designs banked in his sketchbook, Hiro gathered and expressed his images of nature on his denim. In the KUNNA jeans, with attention to detail, Hiro pursues the character that has never been seen before within the denim fabric and denim treatment.
“KUNNA is a fusion my west coast surf lifestyle and Japanese soul. Creating, enjoying, and appreciating a free and easy kind of simple air – that’s how I want people to wear KUNNA.“ - Hiro Morise, designer
"KUNNA is one of our top denim brands – Hiro really is a guru, a true artist. He is like a god in Japan and has a huge cult following there. When I went to Japan recently, I realized he was like a celebrity – people into fashion just freaked out when they finally met him. Our customer loves it. The U.S. is fertile ground for someone like him.
My customers are addicted to KUNNA's unique-ness and exclusivity - Hiro comes up with great washes, details, techniques & colors that no one else has. His passion for what he does that goes well beyond commerce. He creates Denim as Art, for denim collectors. "
