WASUIAN（和粋庵）: Japanese Aesthetics Reflected in a Single Word “粋”
Our original brand, WASUIAN, created by Idaseni, Ltd., is guided by the concept of bringing samue into everyday life as Japanese wear that gently accompanies daily living. With this philosophy, we devote ourselves to thoughtful craftsmanship each day.
Today, I’d like to introduce the difference between the two readings of "粋" (iki and sui), which appears in our brand name. We hope this offers a deeper way to enjoy WASUIAN samue and other garments.
While WASUIAN's "粋" is read as "Sui," the reading "Iki" is more commonly used in Japan. When we hear the word "粋(Iki)", we often imagine a subtle sense of style, such as wearing a kimono with a little bit of playfulness with their obi (waist band), their belongings, or the detailed design, where not many people recognize it at first glance.
On the other hand, 粋(Sui) is often associated with purity or an unmixed state.
Even with the same character, the impression it gives can differ depending on how you read it.
"Iki" Born from Edo Culture
粋 "Iki" is a word deeply connected to the merchant culture of the Edo period.
- Not seeking flashiness
- A natural beauty that shines through without adornment
- Not bravado, but a strong core within restraint
This subtle aesthetic sensibility and graceful demeanor were called "Iki."
For example, pairing a kimono in subdued colors with an obi sash featuring a playful touch, or enjoying the fashion sense of "ura-masari"—concealing subtle attention to detail in the lining or finer points. This attitude of "being unobtrusively elegant yet never compromising one's own sense of beauty" is one of the values that symbolize "Iki."
WASUIAN's samue also quietly cherishes small details—personal comfort, the feel of the fabric, subtle patterns, and color variations—rather than competing for flashiness.
Large Pattern Dobby Sashiko-ori Samue
"Sui" Means to Pursue the Essence
粋 "Sui" differs slightly from "Iki," carries the meaning of "something that embodies the condensed essence."
For example, in woodworking and lacquerware, techniques exist that avoid unnecessary decoration to maximize the material's inherent appeal. After long hours of meticulous polishing, the result is a form and texture devoid of excess, where only the pure beauty of the single piece shines through—this is the very embodiment of "Sui."
Kiryu-ori Pure Silk Samue (Fully lined)
WASUIAN's samue are also designed, refined, and meticulously crafted one by one, with every aspect—material, stitching, comfort, and durability—honed toward being "what is truly needed in daily life."
Omi Chijimi Hon’asa (Pure Ramie) Samue
"Breath" and "Inhale"—Reflecting on WASUIAN’s Essence Through a Wordplay Connected to Breathing—
During my research, I encountered a fascinating theory.
It suggests that "Iki" connects to "breath" (息) and "Sui" connects to "inhale" (吸).
While not an official etymology, it's a fascinating concept.
Try consciously focusing on your breathing.
- 息 (iki) = Exhaling air → An outward movement
- 吸 (sui) = drawing air in → movement directed inward
Of course, breathing has opposite properties. And when you overlay this onto the image of "粋," it makes surprisingly clear sense.
- Iki (粋) = A light, outward-directed beauty
Consideration, subtle gestures, and an air of sophistication. It's a beauty that flows outward naturally, like "exhaling."
- Sui (粋): The beauty of condensation drawn inward
Selecting the finest elements, deeply understanding and mastering techniques and culture. This is the image of accumulating beauty inward, like "breathing in air."
Though both use the word "sui," their directions are polar opposites. Yet both coexist within the WASUIAN brand.
WASUIAN's "Sui" Embodies Both Qualities
Reflecting on this word "sui," we realize that the "sui" WASUIAN strives to embody both outward-directed beauty and inward-directed beauty.
Spontaneously emerging beauty (iki-like beauty)
- Keeping the shape of the samue simple.
- Its beauty lies precisely in its standard form.
- The beauty of refinement expressed through fabric texture and color.
Beauty born from absorption: Suibutsu-style beauty
- Manufacturing incorporating the latest technology and meticulous design refinements.
- The beauty of refinement that evolves by absorbing new value.
- The challenge of creating products suited to modern life.
Both of these forms of beauty are essential "breaths" for the WASUIAN brand.
We value not flashy presentation, but rather the "vital beauty" that naturally harmonizes with the wearer's life and the "subtle beauty" that enhances their inherent charm.
Even Within the Same Concept of "粋"
- "Iki" (粋) signifies aesthetic sensibility as culture
- "Sui" (粋) represents beauty that embodies the ultimate essence
- The dual beauty expressed by opposing yet complementary breaths
Even within this single character, there exist diverse values and perspectives. Understanding these nuances while wearing a samue robe allows you to feel the profound depth of Japanese culture even more deeply. We would be delighted if you could experience wearing WASUIAN's "sui" in an even more profound way.
While writing this blog, I researched the single character "sui" in our brand name and was struck anew by the depth of the word.
Words expand in meaning and evolve over long histories, yet they continue to resonate softly within people's hearts. I believe this is something truly precious and valuable.
We will continue to learn and evolve, delivering Japanese-style garments that resonate with the times, while striving to create samue that seamlessly fit into your daily lives. Through each piece of samue, we will endeavor to convey the spirit of "sui"—the ideal of refined elegance.
In the new year, we hope to deliver Japanese attire that brings you joy, carrying this sentiment in our hearts.