The word, “Tanoshinde” in Japanese means “Enjoyment” – and it’s a recurring theme when you speak with the owner/designer Shoichi Amemiya of the NYC /Japanese street-style apparel brand, Sabit. He presides over his Manhattan Fashion District showroom like a fashionable, Obi Wan Kenobi, and every Zen-infused word from his mouth shows his true love and gratitude for the 5-year brand he’s built from the ground up.
“My brand is based on a Japanese fashion style called Amecaji ,” he begins. “Ame- stands for American, and –Caji means casual. It basically means American Casual or American Heritage. For example, there might be a brand that decides to make A2-Flight Jackets based exactly on the ones used by American pilots in World War II. Or another Japanese brand might decide to make denim based on Levi’s 501 jeans styles from 1950. It might not be the same thing but it’s an exact replica – so Sabit takes inspiration from this style of clothing with different spins and twists.”
As the former director of outerwear design at Marc Ecko, the shining jewels of the Sabit NYC line are undoubtedly the wide range of varsity jackets and cardigans boasting unique texture interactions, bold color schemes, innovative appliqués and extra/hidden details. For the new S/S gear, Shoichi comes across absolutely giddy as he describes the theme and vision of the collection.
“The theme of the new collection is still Amecaji but with a ‘city-country-city’ spin. So we still have our staple varsity jackets and cardigans but with preppy twists like plaid insets, Park Ranger details, outdoorsy influences, quilted looks – all meshed together to produce a new look. Our sizes are true to fit too – we cut all the way from Small- 4XXL but in pants we go all the way to 42 inches. In Japan, people are thin and small and in America, people are built with more muscle – not necessarily fat – so we have to cater to everybody.”
Currently the brand is a favorite of several street superstars including Swizz Beats, Ludacris, 50 Cent, T-Pain, Jadakiss, Wale, etc. “Basically making clothes is not only my work, but it’s also my lifestyle,” he explains. “So whether it’s designing, costing garments, solving problems with factories or agents, everything is one entire process, and I enjoy it all.” In the world of Shoichi, it all begins and ends with Tanoshinde.
Words by Geo Hagan
