SETCHU

SETCHU (IT) at Lazzari Store
Setchu is a lifestyle brand founded in 2020 in Milan, Italy, by Japanese designer Satoshi Kuwata. The name "Setchu" comes from the Japanese expression "Wayo Setchu," which translates to "compromise between Japanese and Western/European culture". Kuwata applies this philosophy to both his clothing and accessories collections, as well as his fragrances. He fuses the two cultures, blending their styles, aesthetics, and visions of life and the world, creating something new from the familiar. Kuwata, winner of the prestigious LVMH Prize for Young Fashion Designers 2023, combines an Eastern spirit with a Western way of living. Each Setchu fragrance evokes a moment, a daily ritual, experienced in a week like any other, but evoked through sensory and olfactory exploration. Monday, 9:00 AM: breakfast with Genmaicha green tea; Wednesday, 5:00 PM: a glass of Yuzu; Thursday, 1:00 PM: lunch with Ayu fish; Friday night, 2:00 AM: lovemaking on the tatami; Saturday morning, 8:00 AM: relaxing bath with Hinoki Buro. All Setchu fragrances are unisex and generally delicate: perfume culture in Japan is not as deeply rooted as in the West. At the same time, the harmonious synthesis of Setchu perfumes perfectly expresses their inspiring principle: the encounter between different cultures, the expression of the points of balance — achievable, imaginable — between the two, the possible and astonishing mutual connections.