Augustman - - The Design Mind -

In an age where un­abashed self pro­mo­tion is seen as confidence, the broth­ers swing in the op­po­site di­rec­tion. In­stead of wax­ing lyri­cal, they sim­ply let their prod­ucts speak for them­selves. Af­ter three years of ex­ten­sive stud­ies Keng How and Kage launched Biro, a menswear la­bel for in­di­vid­u­als with a keen eye for de­tail and an ap­pre­ci­a­tion for sim­plic­ity.

How much im­por­tance do you place on ma­te­ri­als when it comes to de­sign?


I don’t know about other de­sign­ers but I think it’s the fore­most thing. We spent a long time re­search­ing be­fore we de­cided on Ja­pan as a source for our fab­rics. Only af­ter choos­ing a par­tic­u­lar ma­te­rial do we de­ter­mine the process or vis­ual de­sign to use.

How do tra­di­tion and cre­ativ­ity play their parts in de­sign?


Per­son­ally, tra­di­tion has to do with spend­ing time hon­ing your craft. Cre­ativ­ity comes in when you think about how you want your prod­uct to ap­pear and how con­sumers will in­ter­act with it. So when tra­di­tion and cre­ativ­ity come to­gether, you end up with some­thing of qual­ity. I be­lieve this can be ap­plied to watch­mak­ing as well.

What do you think al­lows the Royal Oak to stand the test of time?


I think it’s its abil­ity to con­stantly push bound­aries that leads to its suc­cess, like the bold use of yel­low gold in this col­lec­tion for ex­am­ple. The watch man­u­fac­ture is also ob­vi­ously well-in­formed about what the con­sumers want. That’s a good edge.

FROM LEFT Aude­mars Piguet Royal Oak Selfwind­ing in 18k yel­low gold case and bracelet with blue dial, $61,800 Aude­mars Piguet Royal Oak Selfwind­ing in 18k yel­low gold case and bracelet with sil­ver-toned dial, $61,800

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