SETCHU - 2026AW

Why are you here? The SETCHU 2026AW collection is now on display at the Midosuji store.

As the name suggests, SETCHU comes from the Japanese word for a blend of Eastern and Western styles. The brand expresses the fusion of two different elements where East and West overlap.
By combining the styles and concepts of different cultures, it creates new pieces from familiar ones. Just as WA (Water) and YO (OIL) represent contrasting elements, SETCHU blends elements in ways you might never have imagined.
SETCHU's DNA is to draw inspiration from classic pieces and create simple, functional clothing. This design philosophy extends beyond fashion to lifestyle products, forming the essence of the brand.

The brand's goal is not only to be cool but also to create designs that will be cherished for years to come. People who know luxury in cities around the world always seek the same thing: high quality and timeless design. SETCHU believes that product development is not about constant change, but about continuous renewal.

One of SETCHU's core principles is the idea that there is no distinction between men's and women's clothing, or that the two are interchangeable.
SETCHU also expresses the Japanese concept of "mottainai" by arranging functional and practical products in a sartorial style, creating timeless, long-lasting pieces. Our minimalist sensibility, exceptional craftsmanship, and attention to detail come together to create clothing that is enduring in both style and function. Our experience in Savile Row has enabled us to maximize fabric efficiency, create durable garment constructions, and develop more sustainable design methods.

 

2026 Autumn/Winter

There is a narrow strip of land wedged between two airports. At first glance, it appears to be nothing but a desolate wasteland.
No trees grow, vegetation is reduced to massive rocks, and fierce winds sweep everything away in an instant.
During a visit to Greenland last August, even Kuwata, a chain smoker, felt as though he might be blown away by the wind.

What Kuwata encountered there was an incredibly sophisticated clothing culture shaped by the necessities of surviving in an extremely harsh environment.
Seal skins obtained from animals hunted for survival were transformed into coats, jackets, and trousers, passed down as a textile legacy that combines practicality with spirituality. Beyond its cultural background, what stands out is its unique
"structural approach to clothing."

Armholes are set deep to follow the natural structure of the animal's body, creating a rational design that makes the most of the material.
These forms were not decorative, but born from the necessities of survival.

The 2026 Autumn/Winter collection is based on these ideas. Inspired by origami techniques, the pieces create three-dimensional volume through mountain and valley folds, giving jackets, dresses, and coats a sculptural form.
The lustrous jacquard fabrics are also a tribute to the "animal vitality" of Greenland's native wildlife.

It can be described as a quiet, inevitable tribute to the times.

 

SETCHU is defined by designs that change their appearance as freely as origami.
We invite you to try them on and experience the brand's world and the endless possibilities of styling.

* Some items are available only at the Midosuji store.