Rice Nine Ten

Based in Tokyo, Rice Nine Ten is a menswear label that masterfully bridges the gap between traditional Japanese craftsmanship and the expressive energy of global street culture. Founded in 2017 by designer Shohei Kimura, the brand’s name is a clever linguistic play: in Japanese, "Rice" (米), "Nine" (九), and "Ten" (十) combine to form the character for iki (粋), a concept representing refined, effortless style and individuality. Kimura, who honed his skills in New York before returning to Japan, brings a unique "outsider’s perspective" to his designs, resulting in collections that feel like a curated, premium assembly of the world’s best thrift store finds.

The brand is most celebrated for its high-concept knitwear, which reimagines classic athletic and collegiate silhouettes through an artisanal lens. Whether it’s hand-knitted rugby shirts, intricate soccer jerseys, or crochet-style hoodies, Rice Nine Ten elevates everyday staples into wearable art. By blending nostalgic references with a humorous, "Kabukimono" (cultural rebel) spirit, the label offers pieces that are technically sophisticated yet inherently playful, making them a favorite for those who value craftsmanship without the pretension.