THE NERDYS seamlessly fuses traditional menswear, streetwear, and the charm of imperfection to craft a distinctive aesthetic. Designer Seiji Akutsu opens up about how his love for music influences his work, shares insights into the brand’s latest collaborations, and reflects on the evolution of the Japanese label’s philosophy: "Nerd Is Cool."

Whether it’s assembling daily looks with the latest designs from top brands or being the first to wear the hottest “It” item, fashion enthusiasts who are passionate about style often have a relentless pursuit of “looking cool.” But for Japan’s THE NERDYS, a brand founded in 2013, true style emerges naturally when you stop trying to “be something” and simply let it flow.

Self-professed “music nerds,” THE NERDYS has been selected as one of the Emerging Designers for CENTRESTAGE 2025, standing out in an era of overhyped, overpackaged streetwear. Launched in Tokyo in 2013, THE NERDYS has never labelled itself a streetwear brand. Instead, its designs feel more like a carefully curated collection of vinyl records by its founder. At first glance, it might seem simple, but a closer examination reveals the experimental beats of Haruomi Hosono and the gentle rebelliousness of Ryuichi Sakamoto during his YMO days. Rooted in traditional menswear, the brand incorporates street and workwear influences, embracing imperfections and transforming them into a language of understated ambiguity. This aesthetic evokes an emotional resonance within those who wear it.

From an interview with THE NERDYS designer Seiji Akutsu, it’s easy to sense his deep dedication to music as a self-proclaimed “nerd,” as well as his effortlessly cool approach to fashion—one that’s relaxed, unforced, and refreshingly authentic.

VOGUE HK: What inspired you to start THE NERDYS, and what personal motivations or experiences drove you to create a brand celebrating music-obsessed “nerds”?

AKUTSU: I originally started out designing a high-end designer brand. But as I got older, I realised I was no longer creating clothes I truly wanted to wear—I was designing more for the fans than for myself. That disconnect led me to step away from that brand and start something new: clothes that felt real to me.

With The NERDYS, I wanted to make garments that reflect who I am—someone deeply obsessed with music and culture. I wanted to create clothes that music nerds like myself could wear effortlessly—nothing flashy or overstyled, but pieces that quietly express a person’s inner world. It's about looking cool without trying to be cool.

VOGUE HK: THE NERDYS draws inspiration from those who prioritise passion over fashion. What music genres and inspirations influence your latest collections?

AKUTSU: This season, I was heavily inspired by YMO and Haruomi Hosono. With the passing of legendary artists like Ryuichi Sakamoto and Yukihiro Takahashi, I found myself revisiting their experimental electronic sounds and the sense of homage to the past that Hosono has always carried in his music.

These influences shaped a collection that feels authentic, yet subtly engineered with functional details—clothes that feel grounded in tradition but are quietly forward-thinking.

I’ve been a longtime fan of Hosono, and one of his quotes really stuck with me. He once said something like, “Even the rhythms I thought I invented had actually existed before. When I realised that, I felt that creation is simply a way for the past to flow through you into the future.” That perspective really resonates with the philosophy behind The NERDYS—an honest kind of style that doesn’t try too hard, but still expresses something deep.

VOGUE HK: The brand’s “ambiguous aesthetics” blend eclectic and effortless styles. How do you define this aesthetic, and what makes it resonate with your audience?

AKUTSU: To me, “ambiguous aesthetics” means something that feels ordinary at first glance—but somehow, it captivates you. It's a kind of intelligent, urban sense of beauty that exists in the subtle tension between familiarity and strangeness. It resists easy categorisation, yet still feels undeniably beautiful.

I don’t believe that clarity or perfection is always the answer. Just like in human relationships, what moves us is often the imperfect, the in-between spaces, the things that leave room for interpretation. That’s where emotion lives—and that’s what I try to express through my clothes.

I think there are many people who instinctively resonate with that feeling, even if they can’t always explain why. And while some already recognise it in The NERDYS, many haven’t yet encountered it—so I see it as part of my mission to make that connection more visible.

VOGUE HK: How has your creative vision evolved since 2013, and what defines THE NERDYS’ place in Japan’s streetwear scene today?

AKUTSU: When I launched THE NERDYS in 2013, the brand was rooted in traditional menswear. I was drawn to the charm of classic garments and wanted to reinterpret them through a "nerdy" lens—infusing them with a sense of obsessive curiosity and unconventional detail.

Since then, the world has changed dramatically. We now live in a time where AI is beginning to shape society in rapid and unpredictable ways. Even in this fast-moving environment, I’ve stayed away from chasing trends. Instead, I’ve stayed true to myself and the brand’s core philosophy: NERD IS COOL. I continue to design clothes that reflect a kind of ambiguous aesthetic—pieces that don’t shout, but subtly resonate.

As for The NERDYS’ place in Japan’s streetwear scene, to be honest, I don’t really think in those terms. I don’t create with the intention of fitting into a particular category or culture. What matters most to me is staying authentic and evolving in ways that feel honest. So, rather than defining where we stand, I’m more interested in how people perceive and connect with the brand.

VOGUE HK: Your designs are inspired by the spontaneous act of throwing on clothes before performing. What makes this laid-back approach so appealing in streetwear?

AKUTSU: I believe there’s something powerful in the spontaneous act of just throwing on clothes, because that’s when a person’s true self naturally comes through. Of course, dressing up and styling yourself can be a beautiful form of self-expression. But at its core, I think real style is about being confident in who you are, without needing to disguise it.

With The NERDYS, I try to create clothes that support that kind of effortless authenticity. Garments that help people feel like themselves, so that when they wear them without overthinking, their character quietly shines through. It’s about capturing that understated, unforced cool.

VOGUE HK: How does THE NERDYS incorporate cultural elements from Japan or beyond to resonate with a global audience?

AKUTSU: I believe there are people all over the world who share this "NERD" mindset—those who are deeply passionate about something and truly love the culture around it. For me, “NERD” is simply another way to describe that kind of focused obsession. And now that individuals can share their passions freely, we’re seeing these kinds of people become the ones shaping global culture. I find that incredibly exciting, and I hope The NERDYS can reach and resonate with them.

Beyond music, film has always been a major source of inspiration for me. Through movies, I’ve come to understand different parts of the world—and I’ve also travelled solo to over ten countries, where I experienced firsthand the unique sensibilities of people from various cultures. I believe those experiences have naturally found their way into my creative process.

Although The NERDYS is rooted in Japan, I see it as a brand that speaks a universal language—one of curiosity, culture, and individuality. That’s what connects us to a global audience.

VOGUE HK: You’ve recently collaborated with Brigitte Tanaka, tell us more about this partnership. Are there more artists, musicians, or brands you’d love to collaborate with to amplify THE NERDYS’ vision?

AKUTSU: Brigitte Tanaka is a brand known for their incredibly delicate and refined embroidered bags. From the moment I discovered their work, I felt a strong sense of aesthetic similarity between us. That connection deepened when I met Chieko Tanaka, one of the designers, and our friendship naturally evolved into a creative collaboration.

At this point, The NERDYS is the only apparel brand Brigitte Tanaka works with, and I’m truly grateful for this exclusive partnership. Each season, they help bring my ideal embroidery designs to life, and I’m very happy with how these motifs express the unique spirit of The NERDYS.

Looking ahead, one artist I would love to collaborate with is Lee Ufan. His work captivates me with its quiet power and poetic use of space—it deeply resonates with my design philosophy.

In terms of music, I’m a huge fan of Sufjan Stevens. I feel that his world and the sensibility of The NERDYS could align beautifully, and a collaboration with him would be a dream.

As for brands, I’d love to explore something with a sportswear company—there’s a lot of creative potential in blending performance with nuance.

VOGUE HK: As a new-generation brand, how does THE NERDYS connect with fans through social media or events to share its unique vision?

AKUTSU: To be honest, I’m not very good at social media. But I understand how important it is for sharing the brand’s vision, and I know I need to put more effort into it moving forward.

That said, one way THE NERDYS uniquely connects with people is through the way we shoot our lookbooks. Rather than simply showcasing clothes, we often base our visuals on original film-like narratives. I write scripts, assign characters, and ask the models to perform roles during the shoot. It’s a cinematic approach that completely breaks away from the conventional idea of a fashion lookbook.

For me, this kind of storytelling allows the brand’s world to come through in a deeper, more emotional way. It’s how we communicate our vision—by creating scenes that feel like moments from a movie, not just fashion photography.

VOGUE HK: Looking ahead, what’s next for THE NERDYS?

AKUTSU: Looking ahead, we hope to expand THE NERDYS with a more global perspective. While we’ve received attention from overseas in the past, we want to take a more proactive approach going forward, exploring collaborations with international artists and designers to share the world of THE NERDYS beyond borders.

The word “NERD” itself represents a universal identity—one that transcends cultures and nations. That’s why we aim to keep creating pieces and stories that resonate with nerds all over the world, capturing their imagination and making them feel part of our narrative.