The Tamesis
In 2026, Daisuke Obana wants to rearrange his life to separate and maximize work and rest time. However, when it comes to the designer’s N.Hoolywood Test Product Exchange Service (TPES) collection, the focus is entirely on the work, as the idea is to translate American military equipment into urban wear.
The environment in which the spring brochure was shot was “an anechoic and reverberant chamber, facilities typically reserved for testing specialized loudspeakers and acoustic performance.” Obana explained that the choice was based on “archival U.S. military documents.” [that] Revealing the process by which the test samples were put through extensive inspection – fire resistance, durability and extensive performance testing. As for the apparel, it includes a number of sweatshirts, work pants and various jackets in shades of dusty blue, grey, brown and black, referencing the clothing worn by the Marines and Coast Guard. The brand’s revealing label is one of the elements that elevates it beyond standard issues.
There is a military vigilance embedded in the N.Hoolywood brand. TPES online usually reads “the basics,” but with recent events suggesting that the United States is adopting a “strongman” policy, the product has become more nuanced to parse. It may be the case that not only well-trained soldiers, but also civilians need to be on high alert and preparedness.
