Tokyo label SON OF THE CHEESE was founded by Kaito Yamato in 2011 as a community space and has since expanded into a line of clothing and accessories, a sandwich shop, and studio & event space. For Spring/Summer 2018, the label ventured to Hong Kong, showing off a variety of playful goods for men and women.
Ranging from camp collar shirts to revised track jackets, “HONGKONG CALLING” is packed with prints. Slogans like “WEEKLY” and the brand’s name appear on coaches jackets and polos, while graphics range from a $1 HKD bill to a pair of stadium jackets emblazoned with either “I HATE YOU” or “I LOVE YOU” on the back. SON OF THE CHEESE also offers less esoteric designs, like a matching shirt and short, and a slim-lapel summer coat. Relaxed cuts make up the meat of the line, with oversized striped shirts, anoraks, and trousers informing the collection’s comfortable sense.
Shop the range when it hits SON OF THE CHEESE’s web store.
In other Japanese fashion news, check out uniform experiment’s Spring/Summer 2018 drop.