Sairiyō
@Pentagram competition
(WINNER)
@Pentagram competition
(WINNER)
CATEGORY
Brand identity
Brand identity
BACKGROUND
A speculative brand identity from Pentagram x Ravensbourne as a live brief.
AWARD
@Pentagram x Ravensbourne Winner
2024-25
A speculative brand identity from Pentagram x Ravensbourne as a live brief.
AWARD
@Pentagram x Ravensbourne Winner
2024-25
To reuse, to recycle. - さいりよう
Sairiyō blends sustainability with bold, cutting-edge streetwear inspired by Harajuku’s vibrant culture. The brand encourages wearers to “bloom” with the seasons - celebrating renewal, individuality, and authentic growth, just as people evolve emotionally and personally throughout the year.
Sairiyō blends sustainability with bold, cutting-edge streetwear inspired by Harajuku’s vibrant culture. The brand encourages wearers to “bloom” with the seasons - celebrating renewal, individuality, and authentic growth, just as people evolve emotionally and personally throughout the year.
BRIEFING FROM @PENTAGRAM
Mission statement:
Freedom, Family, Future.
The pillars of a vibrant life are self-expression, looking out for your community and preserving the place you live.
Fashion should work hard to be both authentic to you and your culture, and make the right impact on the environment.
Sustainable technology doesn’t have to be mundane, and everyone benets from an environment that is more beautiful and more conscientious.
Freedom, Family, Future.
The pillars of a vibrant life are self-expression, looking out for your community and preserving the place you live.
Fashion should work hard to be both authentic to you and your culture, and make the right impact on the environment.
Sustainable technology doesn’t have to be mundane, and everyone benets from an environment that is more beautiful and more conscientious.
Audience:
Sairiyō ® is established in Tokyo’s
streetwear scene, with an aspirational position amongst young people between 16 and 30.
Over time their reputation has pushed them to a more premium position and whilst they maintain their authentic reputation, they are beginning to reach a global audience.
They advertise on social media, and create a strong identity through their retail stores. They release seasonal collections and their identity needs to balance the irreverence and
flexibility needed to be on-trend year on year, whilst consistently recognisable as an iconic fashion house.
Sairiyō ® is established in Tokyo’s
streetwear scene, with an aspirational position amongst young people between 16 and 30.
Over time their reputation has pushed them to a more premium position and whilst they maintain their authentic reputation, they are beginning to reach a global audience.
They advertise on social media, and create a strong identity through their retail stores. They release seasonal collections and their identity needs to balance the irreverence and
flexibility needed to be on-trend year on year, whilst consistently recognisable as an iconic fashion house.
Point of interest:
The brand in Japanese is: さい りよう®.
Sairiyō ®’s founder grew up with grandparents that specialised in Edo Kumihimo braiding, an intricate loom weaving to create decorative cords traditionally used
for kimonos and samurai armour. She credits their influence on her appreciation of heritage craftsmanship.
The brand in Japanese is: さい りよう®.
Sairiyō ®’s founder grew up with grandparents that specialised in Edo Kumihimo braiding, an intricate loom weaving to create decorative cords traditionally used
for kimonos and samurai armour. She credits their influence on her appreciation of heritage craftsmanship.