Alice Garden

Designer name: Naoki Nakai


-Origin of the brand name

★AliceGarden
I wanted to create accessory brand featuring fantasy motifs like Alice and rabbits. I named the brand with the idea that my customers can enjoy wearing my accessories as if they are in Alice's garden (world).

★SNOB
"Snob" isn't really a positive word to begin with... I originally did not want to limit myself to just accessories, and want to expand my work to clothing (AliceGarden takes so much work, it's hard for me to find time though lol), in particular I wanted to design brand with Mods fashion. It's not a style which is accepted by mass, but what' wrong with being a little bit snob? There is nothing wrong about being confident wearing what you enjoy. That's how I came up with the brand name.

-Situation/thought when the brand was found

I used to work at an accessory brand designing Mods accessories. I got interested in designing clothing as well, so I went back to fashion school. But while I was at school, the general trends shifted more towards Street fashion and "Mori-girl" (forest girl) fashion, which are boring to me. So I decided to do it my self. Since clothing takes so much work, I started out with silver accessories (I currently work more with resin accessories).
During that time, there was a fabric store who has consulted me on several occasions, and the owner's wife has requested me to make her a rabbit accessory (I wasn't planning on starting made-to-order brand lol). Since they took good are of me, I decided to make one, and I found rabbits to be really cute. That's how AliceGarden got started.
After graduation, I was planning on keeping my part time job while I work on my brand, but I took a leap and quite the part time job to spend more time and energy to my brand. When I think about it, it was series of unreasonable events and Fortuity.

-Wish for the brand

It's pretty much same as the origin of the brand name, but I want it to be fun to wear. As a designer and creator, I put a lot of work on small details, so it would be great if people notice the details and hopefully it will give them more confidence wearing my accessories.

-About this season's product lineup

I made more small items so my band can reach broader range of customers. I'll be introducing more designs from cute to little bit dark in near future.

-Message for fans

Fashion for fun.
Fashion to enjoy the differences.
I want my items to be able to help the experience.






designers