Kintsugi

Welcome to kintsugi : the first multifunction jacket design with neuro-science.

People of Shibuya has designed the first outerwear jacket in the world through an innovative neuro-scientific research & development process. Kintsugi jacket will be available online next November in limited edition.

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The Shibuya intersection in Tokyo is the busiest crossroads in the world with over 3,000 people flocking to its pedestrian crossings at rush hour. It is a physical place of connection and meeting in a global city, where citizens of all countries of the world converge at a frenetic pace similar to that of digital interconnection.
The People of Shibuya brand, specializing in technical outerwear capable of combining Japanese functionality and minimalism with an Italian style, defines its identity in that place, particularly in the energy expressed by the people who bring it to life.

Hence the idea of ​​activating an innovative research and development project, intended to write a chapter in the history of contemporary fashion. The brand aims to design and develop an outerwear through the precious information provided not by a designer, but by the emotions expressed by a multiplicity of people.

But how are emotions measured? The partnership with a world leader in the neuro-scientific measurement of human emotions was born. A scientific survey is structured through the measurement and analysis of the brain frequencies of a group of people who live test experiences. From macro to micro, the garment comes to life: starting from the vision and free exploration of different models of outerwear, passing through the touch of multiple fabrics and finishes, to the sensations measured in sliding the zippers and in the pocket access, the wear test , perception of the brand, going down to the smallest details of experience.

A unique and interesting investigation that allowed People of Shibuya not only to create the first garment in the world using neuro-scientific techniques, but to decline research data in the development of future collections.