We Love: As Know As

This weekend I popped along to look at Scoop, a new trade exhibition for top end women’s clothing, as research for the day job. I spotted As Know As, a Japanese brand I was vaguely aware of from my trips to Tokyo. It’s very well known in Japan and the brand is trying to break into the European market with its colourful and beautifully textural clothes. Fenwicks sell the scarves, but I don’t think anyone sells the clothes yet. Which is a shame because they are so lovely. 

Makiko Tezuka is the brand director and looked pretty cool in her tunic dress and MBT red suede shoes, she was feeling fairly positive that she would soon land a UK stockist, I hope she does, I want that dress in yellow for the summer…..

Because everything is made in Japan -in Kyoto -the quality is terrific, with many traditional techniques, such as shrinking and felting, used to add interest and texture. The brand also works with Liberty Japan to mash up Liberty prints in unusual combos, as above.

I hope someone ends up stocking it. 


  • They are lovely. I like the grey/blue windowpane check dress, and the tartan.

  • Becky says:

    I love that grey jumper – just wondering if I could find a pattern – or make one up – to knit something similar myself. All the clothes are gorgeous and I’d wear them all happily. Thanks for the inspiration.

  • Sue says:

    I love these fabrics and clothes and always find myself drawn to texture and print but re: the point in your other recent post, I do worry about the scope for straying into mad art teacher territory if not careful.Same can apply to Marni which is a tragedy now that I might actually be able to get some.Hey ho.Sue

  • Amanda says:

    Agree totally on the ‘textile lecturer’ outfits Sue, I really liked how Makiko had kept it all low-fi with her simple roll neck T shirt underneath, it’s one ’embellished piece’ per outfit I think otherwise it all goes a bit crazy.
    See you in the Marni Queue! Ax

  • Julia says:

    Dear Amanda,
    I just came across your blog- I am happy to say: your search is over :)…we at the Cross in Holland Park took As know As on as a new label and will be selling the dress you love. Just get in touch and I will let you know as soon as it comes in.
    We have a little selection of their pieces on our website.

    All the best,


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