The brand KUON, launched by Arata Fujiwara in 2015 with the wish to share Japanese garment techniques with a global audience, incorporates quality craftsmanship from around the country. He and brand designer Shinichiro Ishibashi, long-time pattern-maker for popular brand kolor, won the Tokyo Fashion Award in October 2017 for clothes that are both stylish and socially conscious. The pair made their Tokyo Collection debut with the brand this past March.