The brand’s main concept is “Individual Clothing,” meaning every single item has unique individuality. Hiroaki Shitano started with his hand-made printed T-shirts, which were only worn among close friends and gradually grew in popularity by word of mouth. Whiz officially launched 2000 A/W collection after leaving “Famous” in the same year. Since then, it has been catching everyone’s eyes with vivid colors and always in the center of scenes with western ethnic designs. The brand is identified with chic and sophisticated, yet cool designs and the development of totally different collections for every season.