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A Degree Fahrenheit Burns Up Berlin

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A Degree Fahrenheit

Japanese wunderkind Yu Amatsu got DHL’s attention – and support.

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Molten iron inspires Yu Amatsu’s new brand, A Degree Fahrenheit. DHL caught up with the DHL Designer Award recipient at Mercedes-Benz Fashion Week Berlin in January to hear more about what inspires the young designer.

Breaking into the European market is like hitting pay dirt for an up-and-coming designer. With the major centers of the fashion industry still located in the Old World, getting your brand in front of buyers in Europe is the fastest route to international expansion.

Japanese wunderkind Yu Amatsu knows that well.

 
''Japan is a very special market. In Europe you can find many new trends and it's an advantage to show my collection here,” he told DHL during an interview recorded at Mercedes-Benz Fashion Week Berlin in January 2013

“It's the same with my life: I don't want to live in Japan or Asia only, I want to go beyond,'' said the aspirational young designer and brainchild behind the label A Degree Fahrenheit.

After winning many acclaims, including one that brought him back from costuming in New York City to his native Japan, Amatsu was the recipient of the second DHL Designer Award at Mercedes-Benz Fashion Week Tokyo in 2012
Afterwards, he was gifted the chance to show his Autumn/Winter 2013 collection in Berlin, two months ahead of its anticipated debut at Mercedes-Benz Fashion Week Tokyo in March.

''Winning prizes causes a positive effect, you get so much attention,” Amatsu said, noting that along with attention comes pressure.

“The attention is transferred into expectations. And these expectations become an incentive for me and bring me energy as I want to meet these expectations.''

From the looks out on the runways in both Tokyo and Berlin, and the tongues that were wagging after Amatsu's shows in both places, it appears as though the expectations of the public have been well met thus far.

Which makes the support of DHL at this early stage in the emerging designer's career that much more essential.

‘’DHL is a global logistics company and that’s a symbol for my work: I create clothes based on my ideas and I want to show these ideas to the world. I don’t talk about abstract ideas but concrete clothes which have to be transported. It's important to get access to these clothes, to touch them in order to get a sensual impression.”
Indeed, the flowing gowns in a color palette inspired by smelting iron do create a sensual impression on both their wearers and onlookers. DHL’s happy to have played its role in getting these creations into the right hands.


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