How AGNES KRUEL Is Leading The New Wave of Americana
Americana is the fashion movement that just won’t die.
It’s constantly resurrected, from the realm of “played” out, with a new vision every decade and repped by subcultures reclaiming it for themselves. Americana fashion originates from classic heritage pieces like jeans and baseball caps often rooted in U.S historical and pop culture imagery circa 1950s-70s. Its reimaginings throughout Japan have given birth to countless subcultures from Amekaji to rockabilly styles which all filter U.S born looks through a distinctively Japanese lens.
However, Japan’s Americana visions go beyond reproduction, they can be full deconstructions of American garments/design concepts riffing off archetypes such as the cowboy, the soldier, the preppy college kid, and the leather clad rebel.
Continuing the conversation of how Japan interprets "the West" design wise - in enters label AGNES KRUEL. If you’ve been following sabu for a bit, maybe you’ve seen our full interview with AGNES KRUEL’s founder Agnes who has gotten where he is today for his designs of course, but also due to his certain personal charisma replicating that of a preacher. AGNES' guiding concept is rooted in the meta: it's a Tokyo based label, started by a Southern born American that builds upon Japan’s warped vision of Neo-Americana further by including elements of Japanese youth culture and his own rural upbringing.
It can be brain twister concept, but simply: it’s a brand, a cult of friends/followers, and a philosophy making “Contemporary Americana” clothing with a sprinkling of otaku culture, esoteric philosophy and enough visual symbolism to send you on a Wikipedia rabbit-hole trying to untangle the references. Of course “digging” isn’t required, you can take a look for one second and know that it just works.
The latest collection stays true to the brand's philosophy, taking one of the most identifiable symbols in Americana, Ralph Lauren’s Polo symbol and intentionally subverting it.
