Even something described simply as “standard” is far from straightforward.
Words such as classic, basic, simple and affordable, timeless, masterpiece, and heritage drift through the mind—similar, yet each with its own subtle nuance.
They shift depending on age, circumstances, and even one’s mood at the time.

And yet, why is it that we are so drawn to standards?
Clothes we’ve worn for years, shaped to fit us just right, become deeply cherished—impossible to part with.
Sometimes we even find ourselves buying the same piece again, just to keep it in reserve for the future.

It may sound a little grand to say it’s all about finding those destined garments, shoes, or accessories—but once your foundation is set, you can explore fashion more freely.
And, almost naturally, the clothes that truly suit you begin to reveal themselves.

So let’s begin with twelve authentic items that transcend trends.
Not OUR STANDARD, but MY STANDARD.

Timeless Pieces to Love, Whatever the Era
Authentic Items, Dressing Right

What does “standard” mean to you?
What’s Standard?

Personal favourites, passionately chosen
My Personal Favourites

The standards of the next decade
Standard of the Next Decade

What our elders could never part with
A Lifelong Buddy

Shops where you’ll find your own standards
The Standard Shop Guide

Kurino’s essential wardrobe
How to Wear the Standards

The refinement of true classics, revealed through use
The Prestige of Classic

Well-crafted pieces, made in Japan
This Is “MADE IN JAPAN”

A conversation on standards with Koichiro Yamamoto
Dialogue with a Great Mentor