The brand name “SETCHU”comes from a Japanese word “Wayo Setchu” written 和洋折衷.

With “Wayo” denoting Japan and the West and “Setchu” meaning compromise, the brand represents the blending of Japanese and Western concepts - the compromise between the two cultures.

DNA

The fusion of two diverse cultures, through their styles and concepts, creates something new from something familiar. Taking elements that one would not expect to blend, In Setchu, the essence of each recognisable element is merged create something previously unseen. SETCHU’s DNA is as simple as this.

With inspiration taken from classic objects, Setchu creates simple and functional garments through this fusion. This design ethos is applied across fashion and lifestyle products, all essential in their own nature.

The concept of unisex and interchangeability between the genders is the main focus of Setchu’s branding.

Setchu was established by a Japanese fashion designer who has lived and worked in Paris, London, New York and Japan, Setchu is located in Milan, Italy.

SUSTAINABILITY

“Mottainai” 勿体ない is a term of Japanese origin that has been used be environmentalists. The term in Japanese conveys a sense of regret over waste; the exclamation "Mottainai!" can translate as "What a waste!" Japanese environmentalists have used the term to encourage people to “reduce, re-use and recycle”.