Whyuchi clothing was born out of a desire to express the lifestyles, sciences and art that inspire us. Growing up immersed in Hip hop culture, I’ve always believed that Hip Hop is more than the usual depiction of rap music, dance and graffiti, etc. I wanted to create a brand that showed an intelligent and deeper understanding of the culture, and so, began uchi clothing. Originally it was to be called “house” clothing, but the name was quickly changed whilst I was working as a typesetter of Japanese manuals and learning the language. The Japanese word for home and family, “uchi“, has a much deeper and cultural meaning, and represents a more universal concept of ‘where someone belongs to‘. It was exactly how I saw Hip Hop and so it was a perfect fit for the brand! Sometimes uchi is not recognised as a Hip Hop brand at all, and considered mainstream. Other times it is too hardcore for the high street and considered underground. Regardless, the skills and dedication to master crafts and disciplines, and to be true and authentic when delivered, is Hip Hop. This essence of Hip hop is why we do what we do, and how it is expressed. We are Hiphop, so whatever uchi does, is Hip Hop! howEach T shirt design is a track, each collection is an album. Each track has a history and methodology behind it that sometimes may not be apparent at first (or second) glance. A great deal of time and thought goes into creating what I hope are timeless designs that’ll still look good long after fashions change. Like the old-school tune that still sounds good today, our collections are albums with each design a classic track you’ll never tire of wearing. Eventually, you may get one or two scratches on it, but only because you’ve played it too much!