For designer Hiroaki Sueyasu, the late 1990s and early 2000s in Harajuku, Tokyo, represent a vivid memory of rebellion and individuality.
A time when youth, rejecting conventional norms, redefined fashion by blending culture with creativity, customizing ready-made clothing, and reinterpreting vintage pieces. The streets of Harajuku pulsated with energy, shaped by dialogues that bridged music and fashion, Tokyo and the world. Reflecting on this era, Sueyasu recalls the defiant spirit and groundbreaking individuality immortalized by publications like “TUNE” and “FRUiTS”.
A profound reconnection with the reality he once experienced has deeply resonated with Sueyasu, shaping KIDILL’s Fall/Winter 2025 Collection with newfound meaning discovered through the lens of time. At the center of this narrative is a landmark collaboration with the legendary Harajuku shop “A STORE ROBOT”. Founded in Tokyo in 1982, this iconic space has served as a vital hub for the alternative scene for over 40 years. Renowned for their historic revival rights to “Seditionaries” through a close relationship with Vivienne Westwood, “A STORE ROBOT” continues to embody the essence of punk culture. For Sueyasu, who shares this unwavering belief in authenticity, the partnership represents a powerful exploration of “the real” and a redefinition of what it means to be genuine in today’s world. This collaboration, rich with heritage and mutual conviction, infuses KIDILL’s latest collection with a timeless authenticity that resonates deeply with the past, while boldly embracing the future.
Kidill
Beyond Harajuku, the collection incorporates Sueyasu’s personal experiences, merging Tokyo’s essence with influences from his time in London. Elements of rave and punk collide, reflected in provocative color combinations, contrasting stitch details, and industrial textures like metallic coatings. Bright accents integrated into camouflage patterns evoke the dizzying contrasts that once defined Harajuku, while nods to cyberpunk aesthetics amplify this dynamic narrative.
Another notable collaboration with Brett Westfall, a Los Angeles-based artist and a friend with whom Sueyasu shared preferences for music and art, embodies the contemporary spirit of KIDILL. Drawing inspiration from personal experiences, nature, the environment, society, and the growth that arises through interactions with these elements, Westfall’s whimsical illustrations—featuring strawberries, a dog named “Snoppy,” punk kids, and skaters—seamlessly blend with a wide range of items, including chinos, padded coats, sweatshirts, T-shirts, MA-1 jackets, and “Kids Love Gate” shoes. This creative synergy is born purely from a shared sense of aesthetic.
KIDILL resists the conformity of the zeitgeist, crafting fresh déjà vu moments that feel both nostalgic and groundbreaking. For Sueyasu, reverence for the eternal spirit of his influences does not equate to mere nostalgia. Rather, it is a reimagining—an attempt to honor creativity rooted in specific times and places while questioning the authenticity of style from the vantage of the present. Through the 2025 Fall/Winter collection, KIDILL revisits the past not as an escape, but as a celebration of inherited spirits and a gateway to an unrestrained future.
##
