Kabuki remains one of Japan’s classic, theatrical arts known for its dramatization of the conflicts of human emotions in ordinary life. The word kabuki, derives from the verb kabuku, meaning "to be out of the ordinary".
Ordinary is such a vague word, it can mean everything and nothing at the same time. It means different things to different people but at the end of the day, the concept of Ordinary is just based off a person’s mindset. Scoring a tap in goal can seem “Ordinary” for some, but for someone coming back from a 12 month ACL injury, the same accomplishment is extraordinary. From the start, the AKÜ brand story was built on a foundation that celebrates and supports peoples journeys and lifestyles towards better, acknowledging that each individual faces their own battles and challenges to be extraordinary in their own way.
What better way to pay homage to our own brand story than having Japan's symbol of extraordinary proudly on our shirts with our relaunch of basic tees and tanks for summer 2020.