The Spring / Summer 2024 collection begins with a philosophical and personal quest to understand “TIME” as a construct and an ever-present force that dictates our everyday lives. Behaviors and emotions are defined by “milestones,” marking our trajectory in life. Yet, those moments are coated over by new experiences, new people, and events-memories formed and deformed.
“What if we stopped thinking about time by hours, days, months, years,” says Steve Hsieh, Creative Director, “growing older has made me realize that there is never enough time to do everything we want to do.”
SS24 is an investigation into “TIME” and an inquiry attempting to take apart an omnipresent factor that dictates our everyday lives. In doing so, NAMESAKE explores how time can be visualized in technical and conceptual terms, opening the possibility for time to be measured in different ways beyond just numbers.
Varsity jackets and trousers are cut in an hourglass shape, referencing the passage of time through space. Fabric is woven through the body, creating movement within each garment.
Mock ties designed into the shirting represent a formal accessory that has become a metaphorical marker of time and maturation. “Growing up, our dad would always wear a tie, and it is so indicative of what it means to be an adult,” says co-founder and brand adviser Michael Hsieh.
Lotus flower prints are embroidered and printed, appearing throughout the collection. Blooming for only a few days out of the year, the lotus flower is ephemeral. In stripping the flower to fragmented lines, the print becomes an extraction of the flower itself, allowing it to live infinitely in a loop.
Straight edges and lines are presented in different materials and techniques to represent a grid. The mathematical pattern is reimagined using innovative techniques such as recycled silk and dobby monofilament.
The SS24 artist collaboration is with New York based artist Aris Azarmsa (b. 1997, Palo Alto, California). Original artworks are printed on mesh fabrics, featuring draft day pictures of Lebron James, Allen Iverson, and Kobe Bryant. Azarmsa’s use of color leaves one feeling displaced into a realm of chaotic yet tedious mediation. The technique of layering and navigating around space in the composition employs an off-kilter sensibility.
TIMEZONE is an exploration into the past, present, and future, fusing memories had and to be had.
Credit notes :
Creative Director : Steve Hsieh
Styling : Jamie-Maree Shipton
Production : Farago Projects
Lighting & Sound : Hydra Design
Set Design : Sati Leonne Faulks
Music : Kirou & 99ginger
Movement : Senem Gunes & Breckyn Dávila Drescher
Make up : Marie Guillon
Hair : Aude Andrea Gbazi
Casting : Lylia Bokélé and Anton Mebarki for Ikki Casting
Video production : Ecume Studio
Directior : Mathieu Rabary
Camera Operator : Enzo Saintloup
Photography : Haydon Perrior
Coordination : Hugo Lecot
PR : Nancy Xu & Horizon
Sales : Julio Ng, Wanbo, Koshiro
N3 Team : Michael Hsieh, Richard Hsieh, Ritz Clyde Chye, Kate Shen, Jodye Chang, Marco Wu, Rick Hsieh, Dobby Liao, Fred A.Owusu
Collaboration : Aris Azarmsa and Gerrit Jacob