INOUE BROTHERS: A NEW FASHION SENSIBILITY

The Inoue Brothers have only recently made a move into the fashion industry. Despite a lifelong love for it, the greed, exploitation and vanity of the industry kept them at bay for many years. Instead, they focussed on building and consolidating other aspects of their firm such as their hair salon and design studio. It was their astounding achievements in the fields of art, photography and graphic, web and interior design that enabled them to have the liquidity to branch out into fashion when they finally discovered craftsmanship and materials of Bolivia.


Recently, the Inoue Brothers flew to Cape Town to shoot the story for their latest fashion collection. The range carries heavy Bolivian influences, particularly in its colour ways and use of alpaca fleece as a raw material. From vibrant orange and green wraps to deep purple jerseys, the rich tones speak to the combination of cultural heritages that has made this brand so successful internationally. But more than merely utilising elements of Bolivian design and culture in their work, the brothers have employed locals in their production process. For the most part they have created jobs for artisan mothers who are unable to travel to the city to work due to their family commitments making the Brothers a powerful example of fashion meeting social responsibility and sustainability halfway.

For their Cape Town shoot, the Inoue Brothers teamed up with sensationally chic local music phenomenon Gazelle to create a fine art story that could grace the walls of galleries instead of the glossy pages of a fashion editorial. Gazelle frontman and photographic genius Xander Ferreira went behind the lens while The Season Marimba Stars, who’ve worked with Gazelle for many years now, took a turn as models, transforming the international designs into local haute couture. The one small seed tv crew journeyed with Gazelle and The Inoue Brothers on their shoot that stretched from Gugulethu to the shimmering sands of Clifton Beach. Check out all the footage here, exclusive to one small seed tv.