Japanese label FreshService has never been an ordinary fashion brand. Founded by creative director Takayuki Minami, it works at the intersection of utility and aesthetics, producing what it calls 'tools'. In other words: clothes and objects with a purpose. That might mean a workwear-inspired jacket, but it could just as easily be cutlery, stationery or towels. The common thread is practicality, designed with a craftsman’s eye and reinterpreted through Minami’s minimalist, fashion-first perspective.
For FreshService AW25, the brand is turning its attention to durability and modularity. The collection is titled Heavy Duty. a name that captures its guiding principles: clothing made to work hard, layer easily and adapt to different conditions. True to form, the silhouettes reference uniforms and functional classics, but are refined for modern use in the city.
Outerwear leads the charge. The N/C Grosgrain Mountain Parka and waxed poplin fishing jackets are built for weather resistance but cut to sit comfortably in an everyday wardrobe. Reversible flannel vests and fleece zip-ups add insulation and flexibility, while corduroy utility pants and corporate denim five-pockets carry the same utilitarian spirit below the waist.
The palette is muted. Dominated by earth tones and subdued neutrals, giving space for the textures and fabrics to do the talking. Technical materials like SOLOTEX® and PERTEX® Quantum Air appear throughout, adding lightness, breathability and durability without compromising on style.
Accessories – from flannel trapper caps to bucket hats and striped tees – round out the collection. Layering in subtle rhythm and texture.
Heavy Duty reinforces FreshService’s approach: clothing that feels essential, functional and quietly distinctive. It’s workwear reframed through a Japanese lens. Stripped back to its most practical elements yet refined enough to enrich the everyday.
FreshService AW25 is available now via the FreshService webstore.
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