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SUGARHILL’s SS26 “python” Collection Is a Study in Texture, Memory and Craft

BBG News

For Spring/Summer 2026, SUGARHILL’s collection, named “Python,” showcases the brand’s ongoing and thoughtful transformation. Steering clear of traditional seasonal motifs, this Japanese label prefers casual nicknames, some whimsical and occasionally chosen by founder Rikuya Hayashi’s child, that embody its flexible, creative design philosophy rooted in process.

This season reflects SUGARHILL’s fundamental belief in the evolution of materials, encompassing intricate finishing methods, historical garment references backed by research, the creation of modern silhouettes and color schemes, as well as a close collaboration with production facilities. The brand values the natural qualities of materials, incorporating the fading processes of indigo, iron, and leather into its artistic identity. SUGARHILL’s guiding mantra, “Speak less, Think more,” emphasizes this meticulous and contemplative creative journey.

Inspired by the free-spirited, countercultural music scene of 1960s West Coast acid folk and hippie musicians, this collection reflects the fashion freedom and raw textures of that era. To ensure authenticity, the team journeyed across California, gathering images and experiences that shaped the collection’s overall feel. At the same time, they delved into how American subcultures were perceived through a Japanese perspective, taking inspiration from bands like Murahachibu and Les Rallizes Dénudés. This results in a collection that embodies a unique blend of aesthetics, rooted in both global and domestic nostalgia.

Rikuya Hayashi’s statement suggests that this assembly is a subtle yet unwavering proof of our long-term dedication and passion.

As a devoted admirer, I find the collection strikingly minimalistic yet meticulously constructed – a perfect embodiment of SUGARHILL’s “well-designed with a twist.” The focus on uniform material consistency gives rise to an array of unique silhouettes, each sculpted from a single fabric and refined through additional processing. The brand is steering away from the avant-garde materials trend, opting instead for understated elegance, authenticity, and textural integrity. Their leather goods and handcrafted jewelry, skillfully produced in collaboration with artisans, beautifully reflect this approach, marrying technical finesse with deep emotional resonance.

In this context, color plays a dual role, acting both as the main focus and the decorative highlight. Mint blue and wine red take center stage, while bright pink serves as striking accents and deep indigo and black leather provide a solid base. The aging of fabric is not just tolerated but deliberately emphasized – buttons are designed to oxidize, denim to wear out, and threads to lose their luster, emphasizing the concept of impermanence as an important aesthetic aspect. Additionally, nostalgic textures such as Tyrolean trims and bubble broadcloth are thoughtfully incorporated into simplified designs to infuse a sense of nostalgia and cultural depth.

Rikuya Hayashi expresses a desire to continuously produce and experience life by crafting items.

To honor our 10th anniversary, this new collection signifies not just a celebration, but a strong reinforcement of our artistic principles. As Hayashi explains, “Our goal is to underscore our commitment to nurturing creativity. This line represents a subtle yet resolute statement about our unwavering dedication and passion over the decade.

Hayashi expresses that traditional runway shows happening twice a year have often raised doubts, as they can create excitement and boost a brand, but also run the risk of being quickly absorbed, thus eroding value and potentially shortening a brand’s lifespan. Instead of striving for constant change, SUGARHILL revisits and refines the principles that guided its initial creations. Participating in a runway show this season is seen as “a deliberate expression of being present,” rather than a nod to trends or cycles. In the future, Hayashi and SUGARHILL’s message remains consistent: they aim to keep creating and lead their lives through crafting, always.

Stay tuned for SUGARHILL’s highly anticipated release on HBX.

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2025-06-20 14:26

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