After years of honing his craft at Savile Row, studying at Central Saint Martins, and working for Givenchy, Edun and Golden Goose, Japanese designer Satoshi Kuwata created the brand Setchu, a deeply personal response to his passion for blending Japanese and Western ideas.
Grounded in precision tailoring and shaped by the poetic restraint of the kimono, Kuwata’s work reflects a lifelong pursuit of balance – between cultures, between past and future, and between creativity and business.
“Once you meet the Western garment, it's free. You can do whatever you want. Some people go too crazy, but designers like Rei Kawakubo, and Yohji Yamamoto are geniuses, for understanding the flow of the fabric, understanding the shape of it but still keeping their Japaneseness,” shares Kuwata.
Kuwata joins BoF Founder and CEO Imran Amed to explore how his Japanese upbringing shaped his creative vision, how Savile Row and Saint Martins gave him the tools to execute it, and why he’s just as focused on designing a company as he is designing clothes.
Key Insights:
- Kuwata's design identity is rooted in a lifelong tension between his Japanese heritage and Western training. Having studied Savile Row tailoring and graduated from Central Saint Martins, he continues to explore how 2D kimono principles and 3D Western garment construction can coexist in one garment and one brand. “Setchu is the journey of finding the right balance,” he says.
- Kuwata’s years at Savile Row shaped his technical fluency and deep respect for tradition. “I really loved British designers because of tailoring … because that’s the most complicated garment,” he says. Working at prestigious houses like Huntsman, he absorbed a culture of precision, etiquette and generational craftsmanship. “I was probably the last generation to feel or to experience that kind of old culture,” he reflects. That foundation now anchors his design approach, even as he pushes toward innovation.
- Kuwata wants Setchu to be a new kind of fashion company that is collaborative, thoughtful, and grounded in mutual respect. He believes in designing a workplace culture as intentionally as he designs garments. “As a leader, … I'd like to design a company as well. I'd like to design a beautiful relationship as well, he says. “If I have a good team, I don’t need to tell them to finish on time – they’ll do it even earlier.”
- Building an independent brand comes with real challenges, from financial anxiety to industry expectations, but Kuwata reframes pressure as opportunity. “Fashion is fashion. It’s not 100% that people love your collection. I don't take it as pressure. I always take it as an opportunity, and I always dream big.”
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