Feature Series - New Brand: Product Twelve
Founded by Masaki Kawase, Product Twelve takes its name from the meaningful identity tied to the designer’s birth month, twelve. The number represents both timelessness and creativity, symbolising a commitment to design that endures beyond passing trends.
Product Twelve reimagines wardrobe basics with care and quality, elevating essentials through thoughtful reinterpretations rather than chasing cycles. The brand stays true to its ethos of minimalist design while delivering sleek, contemporary craftsmanship that quietly underlines sophistication.
What drew us to Product Twelve is its patience and refusal to bow to urgency or trends. The collection is made up of well-crafted pieces designed to last, naturally aligning with Pick Store’s values of quiet functionality and long-lasting design.
Masaki’s focus lies in creating garments built to withstand colder climates, prioritising warmth and layering. The colour palette is crisp yet gentle, anchored by the brand’s refined signature blend of blue and ivory hues. This season’s collection presents a considered range of functional outerwear for city living in the colder months, from the stand-out Utility Down Jacket to the Primaloft Active Full Zip and Soft Shell 3D Pants. Every piece is defined by carefully thought-out details, from breathable insulated fabrics to hidden cinched hems and subtle zippers.
We’re excited to introduce brands like Product Twelve, labels that don’t shout for attention but hold it with a steady, assured presence. There’s no overdesign, no unnecessary decoration, just a quiet sense of usefulness, delivered through refined simplicity.
To mark the arrival of Product Twelve, we spoke with founder Masaki Kawase about his design philosophy, and the inspirations that continue to shape the brand.
Hey Masaki, how are you and what have you been up to recently?
Lately, I've been traveling back and forth between the city and the mountains, rivers, and sea, enjoying very fulfilling days. I live my life valuing balance in everything—play and work, city and nature.
First of all, can you quickly introduce yourself?
I am the designer of Product Twelve. While creating the clothing I love, I value living purely and freely.
Can you share more about your background and how Product Twelve started?
In 2015, I launched the brand ALMOSTBLACK with a friend.
ALMOSTBLACK's concept was “POST JAPONISM.” We created experimental clothing aiming to fuse our country's art and culture with apparel.
In 2019, driven by a desire to create clothing that could update daily life with a philosophy akin to “MINGEI,” we launched a new line called product almostblack. This line was renamed to its current name, Product Twelve, starting with the 2021 Autumn/Winter collection.
What are the key characteristics of Product Twelve?
We create “contemporary workwear” that is comfortable both mentally and physically, designed to enhance your everyday life.
What inspires and influences your designs?
From daily urban life and play in natural environments.
What's your favourite piece from the collection?
Every product featured in the collection is something I personally want to wear. Therefore, I love every product.
More brands are taking a functional and technically-orientated approach to clothing. What are you doing to separate you from the rest?
We take great pride in our pattern work and attention to detail, ensuring maximum comfort. Recently, we have been focusing our efforts on developing hybrid materials that combine natural and synthetic fibers.
Are there any products that you enjoy designing more than others? and if so, which products and why?
Outerwear. I personally love outerwear, and I believe it's an item that can directly express a brand's philosophy and principles.
What’s your design process?
I routinely take notes on ideas and product improvements accumulated in daily life, and I refer to these notes during my design process.
Your signature palette features a crisp, refined blend of blue and ivory. What inspired you to build your designs around these tones?
I like emotional colors. In music and art as well, I prefer things that are equally emotional and sophisticated.
Attentive detailing and sleek styling is highlighted throughout the AW25 campaign. What’s the thought process when you’re arranging looks?
We value striking a balance between realism and a slight sense of unease.
Product Twelve reimagines wardrobe basics and elevates essentials, blending lifestyle with technical outerwear. How do you define a balance between aesthetic design with functionality?
Garments should be beautiful to wear, comfortable to wear, and designed to achieve both.
Where do you envision Product Twelve in the future?
Until now, we've created many products inspired by the context of modern clothing. Moving forward, we aim to pursue a more distinctive approach that reflects our brand's identity. And as always, we remain committed to crafting better products.
Thanks for chatting with us Masaki, lastly, when someone picks up a jacket or pair of trousers from this collection, what do you hope they’ll notice after a few months of wear?
I'm truly impressed by the quality of your questions!
Product Twelve incorporates various thoughtful features so you can feel its benefits after wearing it. Ultimately, what makes us happiest is when you naturally wear it every day without even thinking about it.
Explore the full collection available in-store now and online soon!
