With our increasing use of social media and internet shopping, breaking out of our sphere of algorithms and sponsored ads feels tough. So to bring in new interesting brands that are true gems, it took extensive research, cold emails, and a little risk.
Reaching out to Product Twelve felt like taking a shot in the dark. They didn’t have many photos of their clothes and even less information online. Still, after piecing different sources together from the internet something intangible about the brand compelled me to reach out.
Product Twelve was one of the first brands that reached back out to us but since being in contact and doing our first buy, it has been almost a year and we have finally received our first collection.
It was a brisk February morning as we headed to the Product Twelve showroom. There were still piles of snow from the rare snowstorm we experienced the day before. We arrived in the area ahead of schedule which allowed us to take some time and enjoy some nice coffee at a cafe nearby.
Upon arrival, we were greeted warmly by Product Twelve’s designer Masateru Kawase, and showroom director Chris Bolton. The collection was displayed on each side of the small showroom. It consists of mostly black and navy except for this striking cobalt blue that adorned a few jackets and knit layers. Masateru’s vision for “redesigning the basics” stood out upon closer inspection of the fabrics and fit of the garments. There was nothing that was unrecognizable or new per se but the fabrics and the fit felt very contemporary and the functionality of modern living has been addressed with many design details. As a whole, the collection covered a wide range of silhouettes, styles, and fabrications while remaining a cohesive body of work. This is impressive because new brands tend to lack a solid identity and a variety of core pieces that are the foundation of a brand that has the potential for longevity. This was our first appointment of the trip but was also one of our favorite collections we saw. There is something about clothing that is very understated until you interact with it that leaves a greater impression on me than clothing that calls for attention. The feeling is reminiscent of thoroughly enjoying a movie you knew nothing about as opposed to the disappointment felt after a movie everyone told you was good. It draws you in, revealing more of the story as you wear it.
Just like our foundation of storytelling and craftsmanship at Anonymous Ism, Product Twelve embodies that through their understanding of functional needs and material knowledge. This makes it easy to find something from Product Twelve that serves a purpose and need.