“DON’T DO IT” words on midsole, Hydrogen founder … – FASHIONSNAP.COM

Alberto Bresci, founder of the fashion brand HYDROGEN and designer of the sneaker brand AUTRY, is launching new brands “AB” and “ABOUT” bearing his initials. At the same time, the company also announced a Japan limited edition model of the shoe brand “MIKE Don’t Do It”, which started in 2022.

The new brand ABY recreates Breci’s own wardrobe through unfolded items. We provide high-quality, small-lot clothing that Bresci wants to wear in everyday life. The price is more expensive than Hydrogen, around 30,000 yen for a T-shirt, around 40,000 yen for a shirt, 50,000-60,000 yen for a sweatshirt, and around 50,000 yen for pants. In order not to precede the image as a logo brand, all logo embroidery is finished in the same color as the body. The first season, the 2023 Fall/Winter collection, will have a total of 15 types.



The other new brand name “ABOUT” was coined by combining “OUT” with Bresi’s initials “AB”. As ABY’s sports line, it will start in the 2024 fall/winter season and will have a lineup of sportswear that focuses on tennis, which Bresci has been passionate about. The price of each item has not been decided, and the company is considering handling it only on the brand’s online store. In the first season, a total of 10 types will be released, including tops and pants in collaboration with “Chupa Chups”.


Mike Don’t Do-It, which debuted in the Fall/Winter 2022 season and sold out immediately with one sneaker, unveiled six new models, including four limited edition models Japan for the Fall/Winter 2023 collection. The price range is 46,200 to 53,900 yen (all tax included). All items are common, and the midsole is decorated with handwritten letters “DON’T DO IT”, etc., and the design is conscious of a certain major sports brand. Braci says, “It is a casual design with a logo that is conscious of the signature of a certain brand, but it has a sense of luxury, such as the use of genuine leather as a material, and is characterized by being easy to match with beautiful clothes.”

Limited edition model Japan “MIKE don’t do it”


Bresci sold Hydrogen to a South Korean company in 2022. He said that he felt that “as the scale of Hydrogen increased, the business color inevitably became stronger,” so he returned to his roots and launched two new brands to create “clothes that I really want to wear.” “I’ve been thinking about what I really want to do for a long time, and it’s finally taking shape, and I hope that not only Hydrogen fans but also people who have never touched my clothes before will find it appealing,” he said.

AUTRY's Fall/Winter 2022 collection

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