Complexity within simplicity. Men who wear Creep are guys who have their own style. My clothes are just there to enhance that.
For spring, I had this image in my head of WASPs having a pool party in the '60s, and since I always have a passion for functional work wear design, I mixed the notions of high class with working class.
I want my collection to be totally accessible and affordable for everybody. I don't want to make clothes only certain people can afford. It is difficult to keep the price low while maintaining the quality. But I try my best to find the common ground.
Creep is hardly new—it was founded 13 years ago in Osaka, Japan—but it only recently made its way onto the mainstream style scene. Mostly due to Hiroshi Awai, the Japanese-born but Toronto-based designer who took over a few seasons ago. Think Junya Watanabe at J.Crew prices. Fashion's a family affair for Awai. He took over the label from his older brother and says he developed his design sensibility from growing up around the sketches and patterns of his father, who's been a designer back in Japan for four decades.