Like religious cults that can attract thousands of devoted disciples, Japanese men’s wear collection Dirain has been building legions of loyal followers since its 2008 launch.The brand name is itself a portmanteau of " Direct", “Reincarnate” and " Rain" -- symbolizing designer Tsukasa Masuda’s thoughtful process to guide and renew the spirit of fashion as he sees it.
The Dirain look (apart from clothing, they do some jewellery, too) is sometimes associated with shadows, counterculture angst, and maybe even secretly-goth characteristics, yet all the pieces are totally wearable in an everyday way as well. Masuda’s forte lies in making one rethink the familiar, almost invariably infusing it with newfound cool -- it is this talent that has helped attract even female customers to his designs.
Despite steep price tags and little advertising, Dirain has galvanised die-hard fans in just a handful of seasons.
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