Dilemma, a serious sideline brand
Dilemma became the talk of the town after a guerrilla event in which T-shirts from the capsule collection were
placed in coin-operated lockers at train stations in Tokyo and distributed for free by disclosing the PIN number on
social networking sites.
The brand is quite unique in that all of the key players, including the designer, Mr. Sugiyama, have their own day
jobs.
Here, we introduce the appeal of Dilemma and other aspects of the brand.
What is Dilemma?
Dilemma is a Japanese fashion brand.
The brand name is called “Dilemma” in American English, but the name was changed to “Dilemma” with a British accent
because of its good sound.
The brand sets a theme for each season, and presents not only a look but also an original story through
illustrations and comics.
In August 2018, the brand also held an interesting event in which T-shirts exclusive to the capsule collection were
placed in 20 randomly selected coin-operated lockers in Tokyo, which became a topic of conversation.
Source : https://dilemma-jp.myshopify.com/
History of Dilemma
The creative director is Hiroki Sugiyama.
Shota Takamae, the brand manager, and a member of the accounting department play a central role in managing the
brand.
Hiroki Sugiyama was born in Nagoya in 1991.
He has been interested in street fashion since he was in elementary school, and went to university at Musashino Art
University.
A band he knew called “DUTS” was going to perform at Fuji Rock Festival ’17, and he started the brand after making
their costumes.
All the members of the brand operate the brand as a side business.
Also, since we did not graduate from a clothing school, we are strengthening our brand in an unconventional way.
Dilemma’s most popular items
Graphic T popular every season
Source : https://ec.bazzstore.com/pages/3315503461577
Sweatshirts are also popular
Source : https://www.2ndstreet.jp/goods/detail/goodsId/2340960845609/shopsId/31373
Jacket with distinctive detailing
Source : https://donsaga.com/products/rc_itawtpgj8pso_ebqh?variant=44487132873001
Recommended stores where you can buy Dilemma
| WEB SHOP | https://dilemma-jp.myshopify.com/ |
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Summary
How was it?
Here we have introduced you to the Dilemma.
I have a feeling that this new style of designing as a side job will take root in Japan in the future.
Dilemma is definitely one of the brands that will attract the most attention in the future.