BONCOURA

BONCOURA is a denim-focused brand that was founded in Osaka in 2011. It was established by Hisashi Morishima, who left a major department store after approximately 20 years to create his ideal denim, and who also works as a vintage curator and model.
The brand name "BONCOURA" is a coined word combining the French "Bon Courage" (meaning "good luck" or "cheer up") and the Japanese "bonkura" (meaning a lovable fool who sticks to their beliefs and pushes their own way).
Mr. Morishima, who has a deep knowledge of vintage items, sought his ideal denim. He tried countless combinations, from raw cotton selection to blending ratios and weaving methods, creating over 100 samples and spending over a year to produce the brand's iconic denim series, such as the "XX" and "66." Every detail, from buttons, rivets, zippers, cinch backs, and pocket linings, is custom-made.
Through Mr. Morishima's discerning eye, having worn countless vintage garments, the brand offers many acclaimed items. These include pieces based on American vintage such as denim and coveralls, and also items utilizing materials inspired by French vintage, such as corduroy and moleskin.