2023-07-14 06:24:05
PROTOTYPE The core concept of the brand is “company”, a virtual large-scale machine tool development company-prototype technology company, and the newly created “racing department” last year is now returning with more technicians and engineers. Regardless of seasons and fashion trends, the “uniforms” of the team members are only produced for the daily needs of the company’s employees. Regardless of age, gender, or unit they belong to, they can wear the same duty uniform.
As the subtitle of the brand, “Forms and Deviation (form and difference)” tells that slight differences can have completely different appearances, and following comparison, you can find the context of each formation, and tolerate them on the basis of their differences, in order to live together And showing the consistency of will, as a hidden annotation of the uniform, is more like a concept designed for humanistic daily life.
HBX Recently officially announced that PROTOTYP will soon land on the online official website and physical stores, and visited the PROTOTYP studio and the person in charge Yee and members Gary、Anthony、Alfred、Bug Meet and have an exclusive interview with Yee regarding the brand’s approach to business and what he’s learned over the years while running HYST.
As the founder of the brand, you are not directly involved in the design, but the beauty expressed by the brand is unique. Did you see any inspiration or opportunity before you came up with the idea of creating a “virtual company”?
Yee：The inspiration comes from the technology industry background, so the overall aesthetic will be more inclined to engineering, science, and NERD to create an overall atmosphere, and the concept of virtual company can be understood as the function of a theme umbrella, which is compatible with various themes (department ) ideas, not just limited to a specific genre, any theme that interests us can be attributed to the company and reinterpreted with our aesthetic sensibilities.
At the same time, as the store manager of HYST, the selection store, I want to know what is the biggest difference between running a selection store and running a brand? Where are the similarities?
Yee：It must be said that the difference is very big. The only similar point should be that the elements are all clothing, but the starting point is basically completely different. The logic of operating a selection store is more like introducing, marketing and persuading the audience. More front-end efforts are more. Running a brand requires more efforts. Instead, it is the connection of production lines, the synchronization with designers and graphic design, etc. Back-end strengthening. The only advantage may be that we started from a selection store, and we have a relatively low chance of being able to refer to other brands. many.
PROTOTYP launches new products regardless of season and irregularity. Do you give the design team a lot of room to play? After the “company” establishes the “racing department”, will there be other departments one following another?
Yee：Basically, we don’t want to limit the proposals of the design team. It is possible that the odd number of conceptual products will be produced with less logic. The non-seasonal and irregular product launches are more restricted by the relationship between our simultaneous operation of HYST and PROTOTYP, so Before, it would be more difficult to release all at once like normal brands. However, we are currently working towards the direction of releasing products in the normal quarter, so as to attract foreign selection stores to purchase, and our next theme department “Security” is also in production, so stay tuned.
The PROTOTYP brand is very conceptual. Will you want to extend it to other peripherals or product lines other than home in the future?
Yee：Yes, we have been looking forward to spreading the brand aesthetics to various fields to complete the brand world view, so we will not cooperate with the same clothing brand. Currently, we are in contact with the team uniform design of the physical racing team and the NFT unit Collaboration on materialization of virtual clothing.
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In Taiwan’s fashion selection stores, what do you think HYST represents more? What are the advantages of PROTOTYP in the fashion field?
Yee：HYST has been focusing on promoting Taiwan’s local independent designer brands for the past 11 years. It also represents that Taiwan has always had a weak background in the clothing industry. In fact, there are still new blood pouring enthusiasm into this. We provide a small platform for these brands to Opportunity to survive in Taiwan and go further internationally. The advantage of PROTOTYP should be that we have absorbed the brand experience of in-store distribution over the years, so as to avoid making many unnecessary mistakes in brand management.
The latest series of PROTOTYP products will be available on the HBX online official website and physical stores, interested readers please pay attention HBX Instagram latest news.
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