SEILIN: CRAFTING BEAUTY Across Cultures

By Cian O Neill

Aesthetic innovation is key in the fashion world, and Japan’s Seilin & Co. is dedicated to improving people’s lives through the beauty of its creations. At the heart of its philosophy lies a deep commitment to crafting designs that resonate with people on a personal level.

The company’s approach to fashion is influenced by Japan’s history of cultural exchange. After the Meiji Restoration, Japanese society gravitated towards Western influences, blending these with traditional values. Seilin President Sohkoh Tarumi explains that just as the Sony Walkman redefined how people interacted with music, Japanese fashion designers have long enhanced Western concepts by creating unique interpretations that are often admired by the very cultures that inspired them. This is seen in Seilin’s Hollywood Ranch Market brand of eco-friendly casual wear, which takes the best of American and Japanese style and craftsmanship. “We value the way the intersection of cultures brings about a synergistic effect, revitalizing both countries,” Mr. Tarumi says.

This philosophy of cross-cultural creativity is embodied by the company’s two signature brands, Blue Blue and Blue Blue Japan. Blue Blue reflects Japan’s admiration for Western culture, offering casual, everyday wear inspired by American aesthetics but reimagined through a Japanese lens. Meanwhile, Blue Blue Japan celebrates the country’s traditional artistry and philosophy. It embraces the concept of wabi-sabi, a love for simplicity and tranquility, and the brand’s store at Narita International Airport serves as a gateway for visitors seeking authentic Japanese fashion. As Mr. Tarumi says: “Our core spirit of manufacturing is the same for both brands, but the form of aesthetic expression is different.”

The company has embraced global opportunities, launching cross-border ecommerce to allow its international customers to purchase its products with ease in a choice of languages and currencies. The expansion has also seen Seilin collaborate with well-known foreign brands such as Wild Things, Brooks Brothers and Lee. The company is always on the lookout for external sales partnerships and agents, especially for its Blue Blue Japan brand, which is easy for foreign customers to appreciate as it encompasses the Japanese essence in its aesthetic expression.

The company has embraced global opportunities, launching cross-border ecommerce to allow its international customers to purchase its products with ease in a choice of languages and currencies. The expansion has also seen Seilin collaborate with well-known foreign brands such as Wild Things, Brooks Brothers and Lee. The company is always on the lookout for external sales partnerships and agents, especially for its Blue Blue Japan brand, which is easy for foreign customers to appreciate as it encompasses the Japanese essence in its aesthetic expression