Streetwear Spotlight: The Only 1ne + GIVEAWAY


The coolest streetwear labels come from Japan and this time SoJones came across an up and coming Japanese brand: The Only 1ne. The brand’s owner, Hirohito or HISH, gave SoJones the 411 on his rising contemporary streetwear, and how he thinks it can make you appear… as the only one.

Introduce yourself and describe how your brand was started?
I’m HISH, creative director of the brand The Only 1ne. Our brand started in 2006. At the time I was sort of trying to figure out what my next move is since I finished school and I was thinking what I have been through with my life.

I left my house at the age of 12, my parents sent me to a dormitory school for a year and after that I was sent to New Zealand. Since I was not interested in going overseas, I struggled for first couple years, I could not understand why people will hate on me for being Japanese, it was hard for me to accept that fact that I did not know a way to communicate to people in overseas. I could not even answer to “How are you?” when I first arrived there….haha but then, as the years go by I’ve met so many great people all over the world and my best friends are all from different parts of the world. I know now that we can understand and accept each other no matter what kind of difference we have.

I wanted to express and share the goodness of life that I experienced through it. So I started in the way that I was good at, which was design. Then I contacted my mate Marveys for and we shared and agreed the same passion towards the concept and now Marveys is taking care of business part of our brand. It is kinda long story, but that is how we started.

Describe this season’s theme for your line. Include any sources of inspiration (examples: 80’s punk, muses like Amber Rose, 70’s disco bands, Kanye, etc)
This year, we have been making our products based on the theme concept “Respect Individuality”. We have been making designs based on what we want to express so we do not really go with others flow. But, we do look around us to know and decide what people might want and need to hear.

Any product placements on celebs to keep an eye out for (examples: publicity photos, magazines, movies, music videos etc)
We have not really got in touch with artists yet. We are more focused on getting in touch with customers face to face. However, we have collaborated with Curtis Kulig, one of NYC’s most talented Graffiti Artist since we found something in common.

What has been a surprise fashion hit over the last year? (a particular piece, a look or even another brand).
BABY MILO joining Sanrio Character…. that was a shocker. in a good way.

What current fashion trend would you like to see thrown overboard?
Not really interested in trend that much. I just choose what is the best way to express our message.

What is/was one of your most prized fashion pieces, past or present?
First “Increase the peace” tee from Stussy. That tee is the CLASSIC. no doubt about it.

TuPac or Biggie?
TuPac, because “Change” did change my life.

Being based in Japan, The Only 1ne is reaching out for a wider audience from all over the world.  Check their full collection over at  Don’t worry about the Japanese text, because the world of fashion and art speaks for any language.  Prices in Japanese Yen, but mostly the t-shirts are about $50 each.  They also have a cool collection of baseball caps with  minimalist design… very Japanese. Here are a few of our favorites from The Only 1ne:

The Only 1ne GIVEAWAY!
We are really excited to give out THREE t-shirts, size M-XL,  from The Only 1ne for THREE lucky SoJones readers with a retail price of 4800 Yen ($56).

Here’s how it works:
1. Every SoJones comment posted on this page from September 17th, to October 1st, 2010 counts as a “lottery entry”. Also make sure when you comment, have a link to somewhere we can contact you (like your SoJones account, your facebook, etc.). It makes it easier to contact you if you win.

2. Drawing for THREE winners will be held on October 4th, 2010. Winners will be announced on this page and on the forums page (

Article Comments Lottery Rules
One item per winner
Previous winners must wait 30 days before entering this contest
Duplicate comments will not count, like posting “I love this forum” or “hi” 50 times.
Garbage or nonsensical comments will not count, like “awr#$ASFasdfkl”
Comments hating on other people will definitely NOT count.
U.S. residents only


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