Vive La Maison Kitsuné

MANILA, Philippines - What do Daft Punk and Phoenix have in common aside from being two of France’s best music producers? Both are friends and collaborators of Maison Kitsuné — the music label and fashion line influencer that was founded by Masaya Kuroki and Gildas Loaëc. Known for bringing the indie electronic genre to mainstream and creating a cult following with their kitschy collections and impressive branding, the label has started global domination with Kitsuné Parisien Tour. Now in its third year, the tour is currently in Asia visiting cities in Singapore, Japan, Taiwan, Hong Kong, and here in the Philippines. YStyle caught up with Maison Kitsune’s Masaya Kuroki to talk about their journey and plans for the future.

YSTYLE: How did Kitsuné Parisien Tour start?

It started three years ago and its main goal was to give back to the clients and followers of Maison Kitsuné, also to our wholesalers like Homme et Femme here in Manila. We’ve been working together for many years now and it’s a way of celebrating the partnership. The idea is to bring a little bit of Paris like a souvenir shop and throwing a one-night party with a dj from our label for the celebration. The “souvenir” is a capsule collection of shirts, sweaters, totes, and many more.

What’s the first thing you do when visiting a city?

I go around the city, walking along the streets. I take subways, buses, and public transportation alone. I love that because that’s where we get our main inspiration. It’s important for me to understand the culture of every city I visit. I don’t research beforehand. I like to feel it in the moment and just watch the city go by.

What do you think of Filipinos? So warm and generous, but not so disciplined when it comes to traffic. (Laughs) In general, I feel like I’m surrounded by the nicest people on Earth.

How much time do you devote to your music label and clothing line?

There are no rules for us. We get inspired just by listening to our new artists. We see what the cool kids in the street are wearing, and say, that’s what we should do in our new collection. It’s all the time. It’s 24/7. We don’t stop. It can be music today, fashion tomorrow. And sometimes we work on the tracks and clothing line in the same day.

How much has the company grown compared to 14 years ago?

Just in Paris we have about 70 employees. We have our team for the online store, logistics, production, product development, creatives, legals, studio and the music label. Fourteen years ago it was just me and Gildas. We have expanded the Maison Kitsuné brand without any investors.

What’s the best part of what you guys do?

What we are now today. We choose to do this job on our own and we’re doing it because we love it. We aren’t faking anything. Motivation and curiosity to learn are just a few of the things we’re lucky to have. Doing our job makes everything worth it.

What do you think is the Maison Kitsune’s staying power in the world of fast fashion?

I don’t think there’s any other fashion RTW brand that can sign bands, release a proper album, and bring the track to the hit chart. Our label has a coffee shop in Paris and Tokyo. Actually, Café Kitsuné is one of the most photographed coffee shops on Instagram. We try to create a culture that unifies fashion, music, architecture and yes, coffee. I personally love coffee so it was just natural for us to put up a café. Even today if you pick up, let’s say, the “Kistuné Love” the first compilation, the music is still so good. For the music, we sign, we release, and throw in the hits. And up to now, you can still hear it in some clubs. For the fashion, it’s timeless. The polo shirts, sweaters, you can wear them any season and withstand any trend.

Thirteen years later, how much has the brand changed?

I have no idea because it’s the future. The company gets bigger and bigger. We keep growing. Who knows about the future? There’s so many things we want to do — a resort, gym, or hotel. I think we’re going to do it. We already have the offer from people. It’s just that opportunities have to be at the right time for the perfect balance. It’s one of the most important things in our work because we had so many mistakes and learned from them through the years.

What’s next for the brand?

Expanding Café Kistuné in Southeast Asia. More retail stores all over the world especially in the US. In Asia, we’re looking at opening in China. We’re also launching our shoe line later this year and maybe accessories in the future. It’s a big project and it’s not easy to launch a full line of accessories. And maybe fragrance. Not so much correlation but focus more on what we’re currently doing and improve on all the aspects of the brand.

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Maison Kitsuné is locally available at Hoodwink in SM Aura

Maison Kitsuné Through The Years

2002: Maison Kitsuné was created: A trip to Japan by Gildas Loaëc and Masaya Kuroki gave birth to the brand. It inspired them to bring their passions together around a concept: a structure that unifies fashion, music and design.

2005: The first Maison Kitsuné ready to wear collection is shown at Palais de Tokyo.

2006 Compilation Kitsuné Maison 3: Hits that became classics with artists like Simian Mobile Disco, The Whip, Klaxons, Gossip, Digitalism, and more.

2007: Maison Kitsuné collaborated with Pierre Hardy to reinterpret his classic “desert boots”

2008: The first Maison Kitsuné boutique opens in Paris.

2009: Maison Kitsuné pop-up store in Colette

2010: Kitsuné Bretagne and collaboration with Petit Bateau

2011: Maison Kitsuné got its hands on J.M. Weston’s classic to create three new interpretations of their iconic models.

2012: Opening NYC: To celebrate their 10th anniversary, Maison Kitsuné opens its first New York address.

2013 Opening Tokyo: Expansion of Maison Kitsuné continues with the opening of its first store in Japan and the first-ever Café Kitsuné.

2013: Maison Kitsuné arrives in Manila via Hoodwink store in SM Aura.

2014 Sakura Capsule Collection: Maison Kitsuné releases a capsule collection for the first anniversary of their first boutique in Tokyo.

2015: Maison Kitsuné pays tribute to South Korea in its f/w collection.

2016: Kitsuné Parisien Tour comes to Manila.