jhb/gi - James Hamilton Butler x Georgie Ichikawa
London based designer label - James Hamilton Butler and Georgie Ichikawa has collaborated for the last 10 years on creative projects. and finally have created an apparel range for both mens and women's. The line is heavily print inspired with a strong narrative of hand drawn essence.
BRAND CONCEPT

JHB/GI are two London based contemporary designers, specializing in fashion, art and product design. The duo met a decade ago, through a mutual respect for both British and Japanese culture and design. This influence continued to play an important role in both designers careers and is the foundation for the partnership, which has lead to the launch of this collection.

James Hamilton Butler is a creative practitioner working across fashion related fields with illustrative approaches in various disciplines.

Georgie Ichikawa specialises in engineered pattern cutting from a sports fashion approach, with a focus on making wearable, yet unique garments for the human form.

Their 10 year relationship comes full circle with a brand that encompasses both their skill sets fully, with inspiration from not only one another’s nationalities and cultures, but also a coupling of their disciplines and approaches, thus creating garments that inspire prints, pattern development, drape and aesthetics, as well as art direction and visual communication in turn inspiring and aiding shape structure and development.

The dual nationality of the brand focuses on combinations of British / Japanese cultures, being inspired by various subcultures within Japan, but analysing from a British perspective, and sometimes the other way around. Both print and shape are key in creating the brands’ ideology and approach.

Drawing on a wide ranging approach to visually communicating, through experimenting and investigating different disciplines, are important factors in representing the brand, employing film and animation processes as a way of developing ideas further, reinforcing print concepts each season in varying ways.

It is this wide ranging richness of diverse approacheses that creates JHB/GI as more than just clothing, being a fusion of both art and fashion based practices, the brand also enters into artefact territory each season, with collaborations and limited ranges of covetable products to spearhead the concept for the season. This creates a brand that has a wide range of entry price points and opens up to a wider market.

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