Atlantic Standard was born from the combination of Japanese craft and American heritage. Our name and our logo are inspired by this background.
For the logo, we looked to the Japanese history of kamon (家紋) family crests for inspiration. These crests date back more than a thousand years and can still be seen all over Japan. Many are abstracted formal motifs and there are many thousands of variations in use.
There are three components to the kamon inspired Atlantic Standard logo: the leaves, the joints and the center. The leaves represent the indigo leaf, the source of the traditional dye used in denim manufacturing - the cloth. The joints represent the pivot point in a pair of tailors shears, where the two blades are connected by a pin - the craft. The center represents Atlantic Standard founder and owner Tomoki Takemura, who brings together the cloth and the craft.
The five pointed shape of the overall logo is representative of the star on a United States flag, bringing together Japanese and American craft, manufacturing and tradition. Our typeface evokes the patches and logos of traditional American jeans from the early twentieth century.
Our name likewise stands for the combination of Japanese and American elements.
Atlantic: Tomoki is really into the ocean and it has always been a part of his life. His first long trip away from home was to cycle to the ocean with an old friend from elementary school. He chose his high school and college because they are both located within walking distance of the ocean. When he moved to the US, it was the same. He chose Boston and then New York City because they are next to the ocean. The blue of the ocean represents the indigo blue of the denim. Even though Tomo is from an island nation in the Pacific, Tomo learned to make jeans and founded Atlantic Standard in New York, on the shores of the Atlantic ocean, so Atlantic became part of the name.
Standard: We believe that timeless garments are durable, simple and functional. Quality and details matter. We aim to make timeless standard garments that can be worn every day for any use for many years.