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Nakamura builds his clothes 'from the yarn up.' No generic fabrics, no industrial chemistry. He travels the world hunting dying techniques: sashiko, natural indigo, vegetable tanning. At 17 he fell in love with Native American moccasins. The result costs $500 for 3 t-shirts. 'The love that goes into it makes it worth the price.' Or not. Both camps are right.

Hiroki Nakamura builds his clothes 'from the yarn up' - no generic fabrics, no industrial chemistry. Even the socks are artisan-made. He travels the world hunting dying techniques: sashiko, natural indigo, vegetable tanning. At 17, he fell in love with Native American moccasins and created the FBT. On enthusiasts: 'the love that goes into it makes it worth the price tag moreso than most brands.' But also: 'you can get the same or better quality for 1/4 of the price' and '50% too expensive vs similar labels.' A 3-pack of t-shirts costs $500, jeans $800. The debate rages between those who see an artisan preservation genius and those who see a hype brand for the wealthy. Both are right.