In 2024, we celebrate the tenth anniversary of our brand. As we release our first product of this special milestone year, we find ourselves reflecting on our original purpose. With the experience we've gained over the past decade, we've designed a pair of socks that are simple and timeless, standing the test of aesthetic time.
For those who live in the moment.For those who are shaping the future.For those who always maintain their attitude.For those who remain true to themselves at any age.For those who continue to love life, regardless of age.Unaffected by the test of time.
A creation that resonates with its audience time and again.
Throughout the planning, preparation, and shooting process, we were often asked, "Why did you choose elderly people as models?"
Even the elderly participants at the shoot couldn't help but wonder, "Why use us, with our wrinkled skin?" Some speculated that it was because the brand wanted to stand out by being unconventional—something others have also tried. Others thought we needed to do something different to break through. But that wasn’t our original intention. We couldn’t fully express our thoughts in just a few words, so we reassured the models, saying, "Trust us, you’ll look great."
Returning to the question, "Why use elderly people as models?" The official answer is, "Because it felt right to the team."
Before the concept for the FUTURE CLASSIC image campaign was even conceived, the USUL and LAPIS socks had already completed sampling. Both belong to our brand's Essential series, which emphasizes "daily life and simplicity." The design requirement was that the socks should be aesthetically pleasing yet subtle. They needed to be unique but not overpowering because we wanted them to be timeless pieces. The customer should feel a sense of pride wearing a quality brand, but without the ostentatiousness of a flashy item. These socks aren’t meant to be trendy hits; they’re low-key, simple, and easy to pair with any outfit.
This undoubtedly curbed the designers’ desire to show off their skills. The brand wanted the socks in this series to blend seamlessly into anyone’s wardrobe, allowing everyone to comfortably enjoy their life in them. The design leaned towards eliminating unnecessary elements, leaving only just the right amount of detail.
After completing the samples for USUL and LAPIS, the team was very satisfied. These socks embody the essence of what we’ve learned from designing previous socks—radiating the simple, understated elegance we initially envisioned. We hope these designs can transcend time, being recognizable yet unassuming, suitable for any occasion.
The feeling we aim to create is one of living by your beliefs today. Imagining how that might look as time passes—what kind of image will we present?
After the busy shoot, as we reviewed the results, the unspoken thoughts we couldn’t express earlier became clearer. This article could turn into a long, philosophical piece, but if you're not patient enough to get through it, it's okay to part ways here.
"When you were a child, did you ever wonder what kind of adult you would become? And as an adult, do you wonder what kind of elderly person you will be?"
At every age, there’s a hope or expectation for the future. Going further, I believe that even the elderly may ask themselves, "What kind of ancestor will I become after I pass?" or "What kind of world will it be after I’m gone?" Those who believe in reincarnation might even wonder what identity or form they’ll take next. This may seem a bit far-fetched.
The release of FUTURE CLASSIC is based on our original vision. The image campaign we created reflects our expectations for our work.
The unfolding time represents our latest fashion pieces, which we hope will become future classics after withstanding the test of time. These are not for our present selves but for our future selves. The work we release is dedicated to those who live life with intention. You might unexpectedly discover that you’ve become an icon to someone in the next generation.
They might admire your courage, vision, knowledge, eloquence, or composure.
