THE IDEA BEHIND OUR PURPOSE

When WIND AND SEA launched in 2018, we deliberately chose not to establish a specific concept, instead prioritizing the simple idea of “creating what we genuinely want to create.” We moved our base from a small select shop in Komazawa—which specialized in American vintage and miscellaneous goods—to Nakameguro, where we began creating original apparel rooted in ’90s culture, including streetwear, surfwear, and vintage styles. While engaging with an ever-changing society and the evolving values surrounding fashion, we have continued to express our own “FAVES.”

By continuously engaging not only with fashion but also with the diverse cultures closely intertwined with it—such as art, sports, music, and food—our audience, generations, and interpretations have expanded. Precisely because the brand has grown so significantly over the past eight years, we felt it was necessary to reaffirm what WIND AND SEA truly is and what drives us. It was from this sentiment that this purpose film began.

WIND AND SEA has defined its ideal form and purpose as follows.

However, this is not about redefining the brand, nor is it about organizing or culling the influences that have shaped us thus far. Rather, it was a process of reflecting on our past activities to consider what has remained constant at the center of this ever-expanding world.

What emerged from this reflection was the word “richness.” Why does culture attract people? We have music we love, hobbies, and clothes. We drop the needle on a record, brew coffee with a steeped filter, and drive our own cherished car—which we’ve meticulously maintained—to meet people. Then we encounter unfamiliar worlds and share those experiences with others. In today’s digital-centric world, if efficiency were the only criterion, this might seem like a rather roundabout way of life. However, at WIND AND SEA, we’ve come to realize that “richness” is cultivated through things that some might deem unnecessary—and through the time spent on them, even beyond what’s strictly necessary.

Culture is something that takes shape slowly in this way. It isn’t born suddenly one day from a post by a stranger; rather, it is passed on through communication between people, leading to new interests and encounters. Through the repeated process of discovering, experiencing, and owning the things you love—which gradually sharpens your perception and sensitivity—the background behind the music you’ve always listened to, a cup of coffee, or a single photo book begins to emerge. Street culture is what gradually transforms the way we see our daily lives.

And the culture that WIND AND SEA envisions is not confined to a single world. For example, someone who loves music might discover fashion, and by wearing those clothes, develop an interest in a new sport. There, by meeting new people, they might discover a song they’d never heard before. Rather than delving deeply into a single thing, our brand has always valued the expansion of human connections that arises when interests branch out in different directions. By sharing these experiences with family and friends, we transcend gender and generational boundaries, creating more places where we feel at home. In other words, we view this not as something that narrows or fixes one’s world, but as a means to expand it—a mindset that breaks down conventional wisdom and preconceived notions.

If that is the case, then the “wealth” we envision is not about owning a lot of things and hoarding them for oneself. It’s not about where you live or what you own, but rather knowing what you love, connecting with others through that love, and being able to choose how you spend your time and live your life. We believe that the very act of choosing one option from a rich array of possibilities is, in itself, a form of “wealth.”

This video depicts just such ordinary moments. Friends of different generations and nationalities—almost like parent and child—navigate the contrasts between new and old, digital and analog, and consumption versus saving. Without either affirming or denying these polar opposites, they naturally move back and forth between them. Through the effortless flow of time and the free relationships between people, we hope viewers will discover the small moments of “wealth” in everyday life. That is the wish we’ve poured into this work.

At WIND AND SEA, we believe that a single piece of clothing has the power to become a reason to venture to places you’ve never been, to reveal familiar landscapes in a new light, or to make things look different. Such small changes might expand a person’s options and make their life more enjoyable. As the times change, so does the nature of culture. The people involved with the brand, our collaboration partners, and even those who wear our clothes will surely change as well. That is precisely why, rather than defining what remains unchanged, we have reaffirmed what we want to continue cherishing forever.

We will continue to weave culture together and drive the sustainable evolution of streetwear.

This is the future of WIND AND SEA.