【Introducing our new brand】

PHENIX

Daisuke Gemma has been active at the forefront of the fashion scene for many years, directing and consulting for numerous brands.

Starting this season, he will be joining the Japanese ski brand "phenix" as creative director.

The idea was to add a bit more fashion elements and to think, "Wouldn't it be better if I could wear what I've learned on the snowy mountains in the city instead of showing it off on the snowy mountains?"

With the concept of "bringing ideas cultivated in the snowy mountains to the city," he creates clothes with the image of outputting the knowledge and know-how he has gained from the mountains as fashion.

"Looks like a town car, but highly functional inside"
It combines such functional beauty and design.
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