ALMUNI

Yui Hashimoto

Yui Hashimoto

ETHOSENS

Yui Hashimoto graduated from ESMOD JAPON in 2000.
Then, after working as an assistant of a fashion brand, he started to work as ETHOS in 2003.
In autumn/winter of 2007, ETHOSENS released the first collection, which is followed by two new collections in Tokyo every year.
In July 2011, he opened ETHOSENS of white sauce in Shibuya as the flagship store of ETHOSENS.
In Spring/Summer 2016, he started releasing collections in exhibition form in Paris.
He was awarded in Second TOKYO FASHION AWARD in October 2015.
His collection is listed in official schedule of TOKYO COLLECTION and released on the runway in Autumn/Winter 2016-2017, Spring/Summer 2017 and Autumn/Winter 2017-2018.

What made you join ESMOD?
When I was a third-year high school student, an older friend of mine who manage an antique shop took me to his travel to Paris for buying, and that it was a big trigger for me to decide my future direction. I entered a university after graduating from high school, but I was inspired by Paris and I worked part-time five days a week for selling.
One day, I got a chance to work for project planning in that company. I love drawing illustrations and making things from my childhood, that work experience convinced me that creation is my future job.
A colleague of that workplace who graduated from a vocational school gave me advice that ESMOD is recommended to study fashion. It’s a small school and I felt it’s a good condition for study, so I decided to enter it.
How was your school life in ESMOD?
When I joined ESMOD, I was 23 years old. Although studying in ESMOD requires so much time, I worked part-time one or two days a week.
Now I sometimes think that I should have resigned that job to concentrate more on study, but I also feel that relation with professionals helps me to develop concepts, and it teach me that good designs are always from experience.
Every steps of process of making clothing from a design are in sequence and they can never be separated.
I don’t still outsource patternmaking, and it’s natural to study designing and patternmaking together. ESMOD curriculum is very suited for me.
Tell us about your activities after graduation.
During third year summer vacation in ESMOD, I directly contacted my favourite brand YAB-YUM by phone, and I started to work for it. I worked for their two collections in two seasons, and I resigned it half year after graduation from ESMOD. But I couldn’t decide to build my independent business, so I started to work for LOLO for three years. It is a brand which have launched original men’s collection at that time while selling used clothing. I didn’t give up my wish to build my independent business, and I launched ETHOS when I was 30.
ETHOS held its first exhibition in my home which is also used as my atelier.
LOLO was producing a new style and it was matching the trend. The market was also waiting for its taste. That brought many orders that I hadn’t expected for the first exhibition.
I have just resigned LOLO at that time, and it made me feel that the success was not due to my skills and I suffered for it.
ETHOS was in good direction as business, but I was still asking myself “Why am I doing this?” “Who am I?”. I managed ETHOS for 4 years while being worried and seeking for something essential and profound, then I suddenly stopped it.
One day, I have suddenly succeeded to clear up my mind, and I launched my brand with new name “ETHOSENS” when I was 34.
The first exhibition was held in my atelier in Ebisu as ETHOS, but as I had totally changed the style, none of the previous partners came to it.
In second year, I came up to work with a few new partners, and it was treated on media in the third year. I opened my own shop in the fourth year, then I was awarded in Fashion Award in 2015. I release also my collections in Tokyo fashion week constantly. I think that’s how it has just become more popular.
Please tell me a future vision of ETHOSENS.
We have to think about how you dress up your life with fashion, which we choose as our job.
The most important thing is to be motivated by creation and to keep that motivation.
I’m motivated by various things, but while never losing that motivation, I want to try new things and take part in fashion shows.
We should always be free and concentrate on real-time inspiration and feeling. When that feeling is negative, I don’t turn it into positive one. I want to be inspired by honest feeling.
Please give a message to future ESMOD students and people who want to start a fashion career!
Nobody lives without clothing.
It is said that AI will make clothing in the future, but the future clothing will still fascinate and move us not because it is perfect based on data, but because it is imperfect and made by us. My message is that fashion is fun and motivating.