G.V.G.V.
K3 · Japan
G.V.G.V. is a Japanese womenswear label launched in 1999 by the select-shop operator K3, with collections designed by MUG. It blends feminine and masculine elements and draws on counterculture.
| Founded | 1999 |
|---|---|
| Company | K3 |
| Designer | MUG |
| Lines | NAKID by G.V.G.V., WHERELESS |
| Country | Japan |
| Website | gvgv.jp |
What is G.V.G.V.?
G.V.G.V. is a Tokyo fashion brand founded in 1999 by K3, the company behind the select shops grapevine by k3 and PARK by k3. Its collections are designed by MUG, a designer born in 1971 who graduated from Kuwasawa Design School in 1991.
Products and positioning
The label combines feminine and masculine elements to create its own world, introducing new ideas each season while returning to counterculture as an enduring theme. It has shown its collections at Tokyo Fashion Week.
- G.V.G.V.: the main womenswear line
- NAKID by G.V.G.V.: a second line launched in 2011
- WHERELESS: a line introduced in autumn/winter 2023 that crosses gender, age and season
Distribution
G.V.G.V. is sold through K3's own select shops, its official online store and other retailers in Japan.
Why it matters
G.V.G.V. is a long-running example of a Japanese retailer building its own designer label, and its WHERELESS line reflects the broader move towards genderless and seasonless clothing.
Frequently asked questions
Who designs G.V.G.V.?
G.V.G.V. is designed by MUG, a Japanese designer who graduated from Kuwasawa Design School in 1991.
When was G.V.G.V. founded?
The brand was launched in 1999 by the Tokyo select-shop company K3.