Noriyuki Shimizu founded Name. in 2011 under the alias ‘I am’, completing a perfectly frank sentence reflecting the curatorially direct and starkly defined basics of his menswear label. With a degree from Tokyo’s Bunka Fashion School of Design, Shimizu pairs his prestigious industry training with a more academic reference, Walter Benjamin’s “The Work of Art in the Age of Mechanical Reproduction”. Quoting the cultural critic’s essay as the brand’s mantra, Name. strives to “deconstruct and reconstruct” garments, reinterpreting the fundamentals of visual design. Corduroy and poplin textures meet an earth tone palette which is occasionally interrupted by pops of neon, graphic patterns, and leather motorcycle jackets. Distressed knits, unfinished hemlines, and asymmetric constructions showcase that, above all, Name. emanates a distinctly non-conforming attitude.