ato

Brand name

ato

 

Designer

ATO Matsumoto. (Birthplace and DOB is not withheld)

The label was started in Tokyo by Matsumoto in January 1993. At the same time flagship shop was opened in Minami-Aoyama, Tokyo and Ato began manufacturing and sales of original wear.

Ato exhibited the first men’s collection in the flagship shop in November, 1994, and this triggered to be handled in big boutiques such as UNITED ARROWS and BEAMS.

After 1994, Ato collections were held in the flagship shop until 1999S/S season.

In July 1999, the exhibition in the first foreign countries was held in CVDC, Paris and Ato sales in foreign countries begin in 12 overseas stores particularly North America and Europe such as Barneys New York, Browns, and Joyce and Panoply and Europe in those days.

In 2000, Ato held debut show in L’ATELIER RICHELIEU, Paris

In April, 2003, Ato exhibited ladies’ line for the first time in Tokyo Collection.

Matsumoto assumed the position of the creative director of “INDIVI” that was the woman clothes brand of the world Ltd. in 2007 S/S.

 

About Brand

Ato thinks man’s body to be individuality, has sticking to in each pattern, and makes all items from solid cutting. Therefore, brand concept of Ato is “aims at the silhouette to consider individuality of body”.

The patterner name is applied to all clothes of ato. The purpose of this is for not only the designer but also the entire staff of the patterner etc. to have the purpose “Good clothes are made”, and to do the clothes making that makes the best use of individuality.

At first, the establishment of Ato in 1993 did all projects, manufacturing, and sales by three people. However, now 15 staff who center on designer’s ATO Matsumoto collectively work.

 

Comment

When I saw clothes of ato for the first time, I felt indescribable discomfort of not differing from clothes that Japanese makes. I actually put on clothes of ato and I have understood the cause of indescribable discomfort is a peculiar pattern. I think that it is not feeling that the Japanese likes as for either of the color. Actually, the Japanese who wears clothes of ato too much doesn’t see.

Rough price range is from US600 dollars to US700 dollars for Jacket, from US200 dollars to US300 dollars for pants, and from US100 dollars to US150 dollars for T-shirt.

There is a lot of tight one of the silhouette that the line of the body goes out as appearing in the brand concept. Therefore, there are a lot of sexy clothes in the ladies’ line of ato. For the men’s line, wide slacks are exhibited almost every season but the theme changes every season.

 

The other day, I was talked by two French, and questioned with “Do you know ATO?” “Where is ATO boutique?” when I am walking in Aoyama. Ato boutique is not easy to find it because building is set back from the road.

 

The first floor part is ato boutique.

Two French were buying the jacket and boots in the boutique.

 

The theme of the collection of ato in 2009S/S is “Bicycle”. It was inspired by the messenger in NY and cycle race, and there were considerably a lot of showy clothes though I saw the photograph of the collection.

(By the way, now, the pistol bicycle that the messenger takes because of NY greatly becomes popular in Japan.)

 

Shop Information

Ato

3-18-9 Minami-aoyama Minato-ku, Tokyo, JAPAN

 

Official Web site

http://www.ato.jp/