Are you familiar with the children's brand GRIS, which debuted in 2017? Its eye-catching and unique designs have captivated fashion professionals, including apparel industry professionals and stylists. We spoke with designer Hiroyuki Inoue about the brand's appeal and what it's all about.

One-of-a-kind children's clothing created by a pattern maker

I'm very happy to be featured this time as a GRIS designer. However, although I do the design myself, I don't really think of myself as a designer; I create clothes purely as a pattern maker. For many years, I have worked as a pattern maker, turning designers' ideas into patterns. I wanted to create something unique from the apparel pattern company I run, and I wanted a way to showcase the skills I'd built up over the years. Searching for a solution, I arrived at the answer: Gri, born in 2017.

Bringing new life to the children's clothing industry with a unique, "zero sweetness" approach

When I was looking for clothes for my daughter, I often felt dissatisfied, thinking, "If only there was more of this..." While there are plenty of pop colors and cute designs, I felt like there should be more edgy children's clothing.

We thought that rather than just making clothes for children child-like, it would be good to have a sense of value that is born from treating them as clothing. That's why at GRi, we pay attention not only to the design and form, but also to the pattern and texture, and create them until we are satisfied.

We often spend half a day agonizing over a difference of 1 or 2 cm about where to place a pocket, only to end up starting from scratch the next day. We also spend a lot of time considering even something as simple as the position and angle of a buttonhole.

Of course, comfort is also important. Our three-dimensional forms take into account the body line and skeleton, such as meticulously calculating the balance of the body to embrace the protruding bellies that are unique to children. This is perhaps GRi's strong point, as it is created by pattern makers who can bring ideals to life.

The Secret Behind the Name GRIS

Gris means "dull" or "gray" in French. In Japanese, gray has an ambiguous connotation, and it's a color that doesn't attract attention in the children's clothing industry, which is dominated by bright colors. By deliberately using gray, we convey the message that our clothes are "different" and "not ordinary." Also, perhaps influenced by the picture book "Gurigura," the easy-to-pronounce "Guri! Gri!" sound was a deciding factor in choosing the brand name.

Clothes that grow with your child

It's often said that Gri's clothes are cute because they're oversized, but there is still an appropriate size. By wearing clothes that fit your child, their natural cuteness is brought out. Because childhood is such a precious time, we hope you'll enjoy watching your child's growth as they grow.

Gri is often described as "urban clothing," but I personally imagine it looks best against a backdrop of vast fields and mountains. We create clothes that can be worn by children living in any city or environment, so we hope you'll try them out and feel like they'll fit right in with the city you live in.

Once they try it on, many say, "It fits better than I expected. It's easy to coordinate with any outfit." The unusual designs seem to appeal to children, with children wanting another pair and another. We hope that by showing them how to make the most of the playful designs, how to coordinate outfits, and the act of wearing clothes, Gri's clothes will stimulate children's curiosity, develop their sensibilities, and cultivate their individuality, helping them grow.

The theme of the 2020 Fall/Winter collection is "Night."

This season's theme is "Night." The image combines two distinct elements: the fantastical, like shooting stars and nightscapes, and the terrifying, dark night. The clash of dark, impactful colors creates a sense of strangeness, partly influenced by the films of director Tim Burton.

This season's collection is dark yet rich in color, coexisting with a sense of dread, uniqueness, and charm. Each garment weaves a story, imagining its role. A child from another world wearing a bright red hat comes to Earth and plays among the other children. This is the kind of world we're expressing. The main graphic was created by Jun Kaneko, whose strange yet delicate, deeply warm expression resonates with the heart. Mercerie collaborated on the headpiece (turban), making this a collection packed with the energy of many artists, so be sure to check it out.

You can find GRIS products here