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Blending the masculine with the feminine


G.V.G.V. designer Mug was born in 1971. After graduating from the Kuwasawa Design School, she joined k3 Co. Mug’s boss asked her if she was interested in doing her own design. So in 1999, she created her own brand, G.V.G.V.

One of the shops that the company ran inspired G.V.G.V.‘s name. “k3 has a select shop called grapevine by k3,” explained Mug in an interview with Mercedes Benz Fashion Week Tokyo. “They named it ‘grapevine’ in the hope that the shop’s reputation would spread by word of mouth and grow naturally into a big and lush network, like a vine.”

Mug thought that was sweet, so she took the letters G.V. and doubled them up. “Because I wanted my designs to express two distinct and opposing sides of women, the strong and independent side alongside the fragile and ephemeral side.” This contrast is still a central theme of Mug’s designs today. “I use very basic blacks and beiges with strong colors, and then I add more ornate details and intricate designs on top.”

Mug’s entry into the fashion world was formed at an early age. Her grandmother worked as a tailor of kimonos, while her mother liked to knit and sew. “She would often make matching dresses for my elder sister and I,” according to Mug.

“I feel like I grew up in an environment very much involved with clothes. My sister always brought home lots of fashion magazines, and we would sift through them for various DC (Designer Character) brands, which were very popular at the time. I just remember wanting to become a fashion designer from elementary school. And then I just went to fashion school as a matter of course.”

(Japan experienced a DC (Designer Character) boom during the 80’s. Designer Brands were brands that since the 70’s had been recognized internationally as high-end brands, like Issey Miyake, Yohji Yamamoto, Comme des Garçons. Character Brands referred to fashion trend conscious, but more affordable labels, such as Bigi, Nicole, Atelier Sab, Pink House, and Takeo Kikuchi.)

Contact Data

10-3 Nanpeidaicho, Shibuya-Ku, Tokyo 150-0036, JAPAN
(+81) 03-3464-5357
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