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ABOUT HIRO

Hiro, the predecessor of KIDILL, has been our muse in terms of collection and research. With a limited documented history on Hiro, we aim to uncover its rare and finite pieces and examine its obscure roots within the urban boroughs of Tokyo. During Hiro’s tenure from 2004 to 2014, the cult brand’s primary specialty was vintage remakes; Featuring vintage Thinsulate bombers, denims, and parkas.

The label diverged into two tags—Although Hiro is an overall rare commodity in itself, the red label is more common than the black label. The black labels are typically produced in smaller or one-off batches, while the red labels tend to be produced in larger quantities.

n January of 2010, Sueyasu finally opened his first flagship store, “HIRO SHOP” in Harajuku, Tokyo, the very city that initially inspired him. However, most of his career began and revolved around his boutique “HONEY’S DEAD”. He opened and managed it with his familiar affiliate Tai Irie of Juvenile Hall Roll Call.

Prior to KIDILL, which prioritizes the runway setting and large-scale production, Hiro was predominantly dedicated to the exclusive, DIY nature reflective of the 90’s UK punk scene. Borrowing from the culture, Hiroaki Sueyasu incorporated patchwork, distress, band iconography, plaids, and more. While these elements were more honed and refined in his KIDILL collections, his Hiro pieces embodied them more authentically as the brand was emerging during an era where Sueyasu neither had the team or resources he has now.

HIRO exhibited its first collection during London Fashion Week during the fall/winter of 2004. His clothing continued to be presented at Walter Van Beirendonck’s shop “WALTER” in Belgium and the select shop “SEVEN” in New York. During the early 2000s, Sueyasu held exhibitions at select boutiques in the UK such as “KOKON TO ZAI” and “THE PINEAL EYE” in London.